Senco’s ‘Aparupa’ campaign presents a foot-tapping sharodiya experience featuring actors, cricket veteran Sourav Ganguly 

The puja-themed video comprises all the quintessential elements of the festival and highlights four distinct jewellery styles portrayed by each of the ambassadors, who are shown dancing to the hook step of the song

Kolkata: It is that time of the year when people from different parts of India, mainly the Eastern region, begin preparing for Durga Puja celebrations. As for Senco Gold & Diamonds, this year’s festival saw the launch of their new music video campaign. Titled ‘Aparupa’, the music video is the brand’s main campaign and is also accompanied by a collection with the same name.

According to the brand, the Aparupa campaign is inspired by the rich musical traditions that define Durga Puja. During this festival, iconic sounds such as the dhak drums, the chanting of Ya Devi Path, the grand puja aarti, and soulful Bengali songs dedicated to Ma Durga celebrates the culture. The visuals of the film capture the rituals, from alpona (rangoli) to shondhe aroti (aarti) evening, dancing to the beats of the dhaki (drummers).  

The striking red theme represents both the divine presence of Maa Durga and Senco Gold & Diamonds’ brand identity. “Aparupa is Senco’s ode to these rich Bengali celebrations seen across India, celebrating women and their various facets. The thought process was to capture the essence of the festival through music, connecting with the emotional and cultural sentiments of our audience,” said Joita Sen, Director and Head of Marketing and Design, Senco Gold & Diamonds. Though this is the brand’s main campaign, its sub-brands such as Gossip and Everlite also have their respective campaigns ‘Saajilo Rey’ and ‘Shakti’. 

In the next leg of the Aparupa campaign, the brand’s social media is inviting its audience to record and post reels of themselves dancing to the hook-step of the Puja while tagging the brand and using the hashtags #HookStepChallenge, #SencoAparupa and #DurgaPuja2024. With this move as part of the campaign, the brand is seeking greater engagement with its audience through a joyful theme. 

“Aparupa is our effort to create impactful storytelling through music. We’re promoting the Aparupa campaign across multiple platforms, including social media, influencer collaborations, in-store promotions at our 167 showrooms, as well as newspaper and radio ads. Our goal is to increase brand awareness and showcase a wide range of jewellery designs perfect for Durga Puja celebrations,” commented Sen. 

Apart from all the festive elements, the video features the four brand ambassadors of Senco Gold & Diamonds, namely, actors Ishaa Saha, Madhumita Sarcar, Sauraseni Maitra and Swastika Dutta. They are seen dancing to the song, wearing four unique jewellery styles under the Aparupa collection comprising gold, diamond, kundan, meenakari, and other intricate techniques in the videos as seen on the jewellery brand’s Instagram account.  

Elaborating on the business sales and trends, Sen said, “During and prior to Durga Puja, we typically see a 20-30% increase in footfall, sales, and inquiries. Traditional gold designs, especially lightweight jewellery, are popular for styling during Navratri and Durga Puja. Younger women tend to choose pendant sets and rings, while long-time customers opt for heavier necklaces, bangles, and chains”. 

Written by Aparna Bhowmick 

Retail Jeweller India Exclusive