By combining music, rituals and fashion elements, the campaign helps customers feel connected to the festival
Kolkata: Leading jewellery retailer Senco Gold and Diamonds is approaching this year’s Durga Puja with the second edition of its Aparupa campaign, inspired by Maa Durga’s strength and grace. The campaign centres around a music video that captures the sounds and rituals associated with the festival while launching the new Aparupa collection.
As in the first edition of Aparupa, this year’s campaign too features brand ambassadors Ishaa Saha, Madhumita Sarcar, Sauraseni Maitra and Swastika Dutta. They are seen dancing to the ‘Dashabhuja Maa, Aparupa Maa’ song, wearing jewellery from the Aparupa collection, which comprises designs in gold, antique gold, diamonds and polki. The jewellery pieces align with the themes of the festival.
Aparupa 2.0 begins with a stunning visual of an idol of Maa Durga being taken across a lush and verdant landscape to her temporary abode on Earth. It merges into an ‘alpona’ or traditional floor art symbolic of welcoming the Goddess. The brand ambassadors appear one by one, pairing their modern outfits with Aparupa jewellery as the brand attempts to celebrate beauty, strength and style by translating the essence of tradition into high fashion. Embodying the vibrant spirit of Durga Puja with their distinct, trendsetting looks, the brand ambassadors unite in a symbolic tribute by adorning Maa Durga.
All through the campaign runs an evocative red palette that reflects both the brand’s identity and the power of the Goddess. The campaign inspires one to embrace the season with confidence and elegance — to dress, dazzle and honour Durga Puja in style and splendour.
Aparupa 2.0 targets an audience that values cultural celebrations and wishes to honour them through jewellery. By combining music, rituals and fashion elements, the campaign helps customers feel connected to the festival.
The brand announced Aparupa 2.0 with a teaser campaign, a few days before its release, building excitement around it.
Subsequently, the music video and campaign visuals were released across digital and media platforms. By offering jewellery that resonates with the cultural and emotional sentiments of the festival, the campaign created new opportunities for customer interaction.
With the second edition of Aparupa, Senco Gold and Diamonds continues to strengthen its connection with customers, offering jewellery that celebrates tradition but also goes with modern couture in Durga Puja season. The campaign reflects the brand’s ongoing commitment to culture, community and customer relationships.
Senco Gold & Diamonds has more than 170 showrooms across 17 States and one in Dubai. The company aims to deepen its national footprint through a mix of company-owned and franchise stores.
Retail Jeweller India News
