By linking the programme with their influence, Senco aims to reach varied customer groups, and make its campaign stand out in the market
Kolkata: Senco Gold & Diamonds has placed its old gold exchange initiative at the core of its customer outreach, but what sets the campaign apart this year is the use of celebrities Vidya Balan and Sourav Ganguly as its communicators. The brand believes the two bring credibility and familiarity that help the message travel across households, making the exchange programme a conversation rather than a transactional offer.
By selecting Vidya Balan and Sourav Ganguly, Senco is connecting with two distinct but overlapping audiences. While Balan speaks to customers who see jewellery as a personal and expressive choice, Ganguly appeals to families that view gold through the lens of security and continuity. Their combined reach helps Senco widen the conversation around what people should do with old jewellery at a time when many are reconsidering how they purchase, store and update gold.
Suvankar Sen, CEO, Senco Gold & Diamonds, said, “Vidya Balan and Sourav Ganguly both represent qualities that mirror Senco’s ethos, authenticity, integrity and a timeless connection with India’s heartland. Vidya embodies the modern, self-assured woman who is rooted in tradition yet constantly evolving. Sourav represents leadership, confidence, and trust, values that resonate with families across generations. Together, they reflect the spirit of our campaign which is celebrating what’s precious, embracing change, and finding meaning in continuity.”
The old gold exchange programme caters to customers who want to keep the emotional meaning of their jewellery but also want pieces that suit current tastes. Instead of purchasing something entirely new, the exchange process lets them bring in older items and convert them into updated designs without separating them from the memories attached to the original pieces.
A transparent valuation process supports this model. The assessment is carried out in front of the customer using purity-testing machines, with clarity on weight and purity before the exchange is completed.
Reflecting on the purpose behind the initiative, Sen added, “For us, the old gold exchange is not just a service, it’s a conversation with our customers. It’s a way to reconnect, to tell them that their memories still matter and that we’re here to help them evolve with time.”
Through this campaign, Senco positions Vidya Balan and Sourav Ganguly as the bridge between tradition, personal sentiment, and present-day buying behaviour, giving the old gold exchange programme a clear identity in the market.
Senco has a robust network of 192+ showrooms across 17 States and Union Territories in India, and two in Dubai. In its lifestyle accessory segment, Senco currently has eight Sennes showrooms.
Written by Achal Chaubey
Retail Jeweller India Exclusive
