SENCO’s powerful Sutra campaign urges women to treat matrimony as a bond for mutual inspiration

Resilience and the steely will to succeed should never elude a woman. Of late, jewellery campaigns have been reflecting the society in black and white, and thus channelling self-love as per varying brand standpoints and product offerings. On that note, SENCO Gold and Diamonds has launched a very powerful campaign through its launch of the ‘Sutra’ collection of mangalsutras.

Released on March 7, the tonality of the campaign directly hits the audience with the different facets of strength a mangalsutra endows to a woman. There is a strong monologue of a woman taking her vows to take equal accountability and responsibility with her life partner. The first scene of a teary-eyed bride inside a car to her in-law’s place might seem predictable when she stares at a woman food delivery personnel zooming past on a scooter, wearing a dazzling mangalsutra. That’s the first lesson on empowerment imparted.

A chef, a TV journalist, a boxer, a photographer, a mountaineer, a DJ and beyond, SENCO has touched upon a multitude of personalities for whom marriage is a promise of a fruitful partnership that helps two individuals grow. The commercial has raked in over 2.4 lakh views within just four days of release on YouTube. The collection consists of diamond and gold mangalsutras starting from Rs 10,000 and a range of women’s day special offers ending on March 13 across showroom and online channels.

Commenting on the new campaign, Joita Sen, Director and Head of Design and Marketing, Senco Gold & Diamonds said, “The Campaign demonstrates the power of women in all strata of our society. They are all doers in their own right. A lot of women need to be more aware socially, legally and financially, and then we will be unstoppable. International Women’s Day is not a one-day celebration but a yearlong celebration of oneself and one’s identity that is unique to oneself. Women should support women and not be the cause and perpetrators of their restrictions and progression.”

Written by Shubham Dasgupta

RJ Exclusive