Senco Gold & Diamonds have partnered with Garage Worldwide, releasing a new wedding season campaign titled as “Khushiyon ki Reet” (Tradition of Joy).
The brand believes that jewellery is much more than just an embellishment and it evokes the joy that comes with the celebration of heritage, the happiness that exudes out of skilled craftsmanship, spreading across generations to come. The campaign is targeted towards those Indian consumers who believe in embracing their roots while having admiration towards the most modern and contemporary styles of the present times and establishes strong connections with its consumers. The tagline “Khushiyon Ki Reet (Tradition of joy) aptly reflects this ideology.
The campaign speaks of the beauty that Senco creates with its expertise craftsmanship, reviving jewellery design which is of the past and crafting exquisite jewellery pieces of the contemporary times, building a deep connection between the past and the present. Often people are inclined to try jewellery which reflects the design trends of the current times, and is evolved, translating to changing with the times, however Senco breaks this notion with its latest campaign showing how the granddaughter is very much fond of the old necklace that her grand mother has worn during her own wedding and its design which is reflective of the cultural traditions of the family. Thus Senco bridges the gap between the old and the new, blending tradition with modernity.
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The ad film narrates the heartouching story of a young bride who witnesses the wedding necklace of her grandmother in an old photo album and breathes new life into it with the elegant craftsmanship of Senco. The film’s narrative encapsulates the true essence of the ‘Tradition of joy’, turning it into a touching celebration of family, love, and memories that are cherished forever.
Watch the ad film here: https://youtu.be/N_Qr_jx1M4E?si=DfiPLUqzZFhqqExX
Commenting on the concept of the campaign, Joita Sen, Director & Head of Marketing & Design at Senco Gold & Diamonds said: “At Senco, every piece that we craft celebrates the innovation, history, and lasting happiness that is derived from both creating and being dressed in something that is exceptional. Khushiyon ki Reet captures the brand’s soul and the profound connection that it has with its consumers. Since I grew up in Kolkata, I have witnessed the great brand equity that Senco has been enjoying for decades as a premium jewelry brand. The Vivaah Collection campaign is a reflection of the combination of contemporaneity and heritage, which appeals to the newer generation of Indians who get to rediscover the beauty that comes with traditions in modern ways. It exquisitely expresses the story of legacy, love, and the enduring allure of beautifully created wedding jewelry, portraying the unconventional bond between a granddaughter and grandmother.”
Raj Nair, CCO of Garage Worldwide commented: “I have grown up in Kolkata and I very much know about Senco’s brand equity as a premium jewellery brand for decades in West Bengal and Kolkata. Being able to work on a brand that one has been aware of for decades is a great opportunity in itself. The chemistry shared with the brand team from day one has led to this new campaign for the Vivaah Collection. This is a part of the series of initiatives that Garage is bringing alive to aesthetes of artistic, modern, and beautifully created gold and diamond jewelry. Senco has a wonderful tradition of crafting exquisitely crafted pieces of jewellery and this story places a focus on the love for aesthetic wedding jewellery that is shared through a pleasing story between a granddaughter and her grandmother and has been brought alive in a beautiful way by Priyanka Ghose, the director, and Akhil Iyer of Artists Collective, who is the producer.”
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Sanjay Deshmukh, Garage Worldwide, CEO further said: “It was a remarkable joint effort from the Senco and Garage Worldwide teams. Weddings are considered to be one of the biggest occasions for buying jewellery and in a truly Indian traditional way, we wished to encapsulate the originality of the bride of today, and the relationship that she is sharing with the eldest family member.”
In addition, Senco and Garage Worldwide teams are working on another campaign to be released soon.
Senco has a powerful presence in West Bengal, expanding its reach in the country in a rapid way with more than 160 showrooms.
