Senco Gold & Diamonds is a prominent jewelry retailer in India, with 167 showrooms throughout the country. The business has been around for 85 years. For the fourth consecutive year, Senco Gold & Diamonds has been ranked by TRA as the Second Most Trusted Jewellery Brand.

Senco Gold & Diamonds over the years has recognized women not just by beautifying them but via their many CSR efforts. Senco Gold & Diamonds announced the opening of a new Durga Puja campaign named Aparupa, which celebrates a woman’s inner beauty, resiliency, and strength, in keeping with this philosophy. Durga Puja is a welcoming of ‘Maa Durga’ and is an important event in every Bengali’s life, a time of joy, reverence, cultural heritage, and pride.

This is the time of year when people from all over India and the world, but especially Bengalis, return home to spend time with their loved ones and celebrate the greatest holiday of the year, Durga Puja. The goal of the Aparupa Campaign is to recreate the ambiance of an aristocratic household, or bonedi raaj bari, during Durga Puja. Senco honors culture and the images depict customs such as alpona and shondhe aroti, dancing and singing in merriment to the rhythms of the dhaki. The vivid red motif stands for Senco Gold & Diamonds’ brand identification as well as Maa Durga’s celestial presence.

Aparupa, which embodies grace, strength, and tradition, is a term meaning “unparalleled” beauty—both heavenly and human. Aparupa symbolizes the matchless beauty of Maa Durga and every lady who mirrors her grace. This feeling is reflected in the jewelry designs, which offer items with a historic foundation but a contemporary aesthetic, demonstrating the careful balancing act between cultural relevance and contemporary design.

Four of their brand ambassadors—Ishaa Saha, Madhumita Sarcar, Sauraseni Maitra, and Swastika Dutta—are highlighted in this video. They each symbolize various woman types and their distinct personalities. Since every woman expresses herself through her jewelry selection, we have developed four unique styles to appeal to a wide range of personality types.

The latest promotional video encapsulates the sentiment of going home and the fervent enthusiasm of Bengalis during Durga Puja, accentuating the flawless fusion of customs and contemporary style evident in both the festivities and jewelry creations.

The Aparupa collection launch was graced by Mrs. Joita Sen, Director and Head of Marketing & Design at Senco Gold & Diamonds, and the four brand ambassadors namely Ishaa Saha, Madhumita Sarcar, Sauraseni Maitra, and Swastika Dutta.

The four actresses shared the essence of Durga Puja.

Madhumita Sarcar said “Ma is coming. The city is getting decked up for welcoming the Mother Goddess. The way we wait for Ma speaks volumes of our love for Ma. For me, the wait for the Mother Goddess and the urge to see her describes the essence of the Puja”.

Ishaa said “Pujo means family get-togethers. The kind of jewelry I am wearing gives me the feel of a Zamindar bari daughter-in-law. Pujo means many things to me. I love Bonedi bari pujas and the rituals attached to it. Pujo for me is a celebration done by everyone”.

For Sauraseni, Pujo is a celebration of homecoming for Ma and a celebration of diversity of hope and faith.

Swastika said that the unity in diversity is felt more during the Durga Pujas. “It is during the Pujas that I can dress for myself. Or else the whole year goes in decking up for the roles and for the audience” added the actress.

If you are planning to purchase amazing jewelry this Pujo, Senco Gold & Diamonds is the place to be.

Priyanka Dutta