Senco’s ‘Karigari’ finds a unique voice in latest campaign

10 Sep,2018

By A Correspondent


In its new campaign, Senco Gold & Diamonds puts a different lens on craftsmanship. Karigari finds its significance and relevance through the stories of four different women from four different parts of the country – women who find a reflection of their identity in the jewellery they choose to wear.


Said Sujoy Roy, Managing Partner (Creative) Ogilvy Kolkata: “The task was to take Senco’s strength of craftsmanship to every corner of India as the brand extends its footprint across the nation. With this campaign we will help women, the karigars of life, discover another karigar in Senco. The story of karigari finds its role in the lives of these four women. And depicts how different forms of karigari helps reflect the true identity of every woman. Only an actor as versatile as Vidya Balan could do justice to these roles. Unlike other jewellery campaigns, this campaign doesn’t over-promise or create an eclectic space for jewellery. It is set in the real space. And it finds its voice through the stories of four relatable characters across the country.”


Added Suvankar Sen, Executive Director, Senco Gold & Diamonds: “At Senco Gold, karigars are one of the pillars of strength. Each time a client praises our intricate designs, it is a credit to our craftsmen. We are fortunate to have them with us for years. In fact, some of the karigars have been with us for generations so they know everything when it comes to jewellery, modern or old; traditional or futuristic. This campaign is a tribute to the karigars who work untiringly to craft jewellery by their hands.”



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