Senco Gold & Diamonds has launched its Durga Puja campaign ‘Aparupa’, celebrating the different expressions of womanhood through the many forms and facets associated with Maa Durga.
Durga Puja holds a special place in Bengal’s cultural landscape, bringing together devotion, heritage, celebration and family. Against this backdrop, ‘Aparupa’ draws inspiration from the different forms of Maa Durga, from the warmth of Parvati and grace of Gauri to the strength of Durga and fearlessness of Kali.
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The campaign explores the idea that there is no single definition of womanhood or strength, with each woman having her own story, journey and way of navigating life. It celebrates different expressions of womanhood, including those who nurture, lead, dream, persevere, challenge conventions and embrace their individual identities.
At the centre of the campaign is a jewellery collection that brings together traditional craftsmanship and contemporary design. The collection includes necklaces, bangles, earrings and rings crafted in gold and diamonds, with the pieces made through handcraftsmanship by karigars in Calcutta.
Joita Sen, Director and Head of Marketing & Design, Senco Gold & Diamonds, said, “With ‘Aparupa’, we wanted to celebrate the cultural richness and visual splendour of Bengal during Durga Puja, while also paying tribute to the many facets of a woman’s spirit. For us, jewellery is not just about adornment; it is about the artistry, karigari and craftsmanship that carry stories, emotions and traditions forward. The designs in this campaign draw inspiration from the different forms and expressions of Maa Durga and translate them into contemporary jewellery that celebrates the inner beauty and individuality of every woman. ‘Aparupa’ is our ode to the woman who is graceful yet strong, nurturing yet fearless, rooted in tradition yet confidently herself.”
Suvankar Sen, MD & CEO, Senco Gold & Diamonds, said, “‘Aparupa’ embodies the idea of unparalleled beauty—beauty that is divine, timeless and deeply human. At its heart is the incomparable beauty of Maa Durga and the many ways in which every woman reflects her grace, strength and spirit. Through this campaign, we have sought to capture that essence in jewellery that is rooted in tradition yet designed for the modern woman. Each piece reflects a delicate balance between cultural significance and contemporary styling, making it relevant beyond the festive season. ‘Aparupa’ is an invitation to every woman to embrace her individuality, celebrate her strength and step into Durga Puja with confidence, elegance and her own distinctive splendour.”
As part of the festive offering, Senco Gold & Diamonds is offering discounts of up to Rs 1,000 per gram on making charges for gold jewellery, zero deduction on the exchange of old gold, up to 50% off on making charges for diamond jewellery and up to 25% off on the value of diamonds, along with other offers.
Customers can also use the brand’s Flexi Advance option to book gold at the prevailing price. The company says the facility offers protection against rising gold prices by allowing customers to benefit from the lower rate applicable to their earlier payment if prices increase.
