Mumbai: Senco Gold & Diamonds has announced the appointment of renowned Bengali actress Ishaa Saha as its regional brand ambassador. The actress will be promoting Senco Gold’s bridal jewellery collection.
As part of the summer wedding jewellery campaign, Senco Gold & Diamonds has also unveiled a new music video titled ‘Lilabali’ starring Ishaa Saha. The music video showcases the beauty of the modern bride adorned in Senco Gold's new bridal jewellery collection during various wedding rituals and events, including haldi ceremony, mehendi rasam, the joyful sangeet, the wedding itself, and the grand reception. The video features an old traditional Bengali folk song with a refreshing modern twist of Hindi hip-hop and rap, accompanying the beautiful moments of a traditional Bengali wedding.
Actress Ishaa Saha, who gained prominence for her roles in the movies ‘Projapoti Biskut’ and ‘Sweater,’ has been appointed as the fourth regional brand ambassador by Senco Gold & Diamonds. The brand has earlier roped various prominent actresses to promote its products in different parts of the country, including Tollywood actress Madhumita Sarkar for the Everlite collection in the East, Assamese actress Sunita Kaushik for the North-East, and Bengali actress Ditipriya Roy for the gossip collection. Jaya Ahsan, a leading Bangladeshi actress, also endorses Senco Gold & Diamonds’ bridal jewellery collection, while Bollywood actress Kiara Advani promotes the brand nationally. Former Indian cricketer Sourav Ganguly promotes the brand's men's jewellery collection called "AHAM," and sports-star Dutee Chand endorses the brand's Everlite and Pride collections.
Senco Gold & Diamonds also launched a new range of bridal jewellery collection titled 'Rajwada 2023' under Vivaha Collection, which offers a glamorous and stylish line of jewellery for the bride-to-be. The new Rajwada 2023 Vivaha Collection, where indigenous craftsmanship has been used to create jewellery that encompasses the rich culture and heritage of India, epitomizes nobility or grandeur with its exquisite work on filigree, ball and wire-work, antique, kundan, polki, meenakari & diamonds. The exquisitely handcrafted regal jewellery is designed to bring out the queen in every Indian bride, ready to rule in her new phase of life. Price of the new collection starts from two lacs onwards.
Senco Gold & Diamonds director Joita Sen said, "We are delighted to have leading Bengali Actress, Ishaa Saha as our brand ambassador for our bridal jewellery . Her appearance beautifully portrays the elegance of Bengali brides. We are confident that our valued customers will love and connect with the new 'Lilabali' campaign video due to Ishaa's graceful presence in bridal attire besides its catchy tune on fusion of Bengali folk song with foot-tapping beats, and memorable vocals. The music video reflects how Senco Gold offers the perfect blend of tradition and modernity in its wedding jewellery, just as every Bengali wedding is a mix of both traditional and new-age elements.”
Speaking on the occasion, Senco Gold & Diamonds MD and CEO Suvankar Sen said, ‘As part of our ‘Hyperlocal’ approach, we are absolutely happy and excited to have renowned Bengali actress Ishaa Saha as our regional brand ambassador, to establish a deeper customer connect and enhance the visibility of our brand in east and north-eastern region of the country.”
Actress Ishaa Saha said, “It is an honour to be associated with a brand like Senco Gold & Diamonds, which has a legacy of over five decades in the jewellery business. This is my first brand endorsement in the jewellery category and it is my absolute honour to be on board with such an esteemed brand name, the collection of the brand is something that I personally like and I am more than happy to represent this brand. The campaign is beautifully planned and executed which brings out the essence of Bengali Wedding beautifully. ”
Regarding the campaign music video, Bang On Content director and cinematographer Piyash Ghosh said, "The experience of exploring the beauty and richness of Bengali wedding traditions through music was truly fulfilling for us.”
