Mumbai: In a bid to support LGBTQ+ community for Pride Month, Senco Gold and Diamonds, one of the largest jewellery retail chains of India in collaboration with trailblazing Indian drag queen, singer, and actor Sushant Divgikar has launched a powerful anthem ‘Pehchaan’. The song is a deep rumination and vulnerable insight into the singer's world and personality.

Voicing the song for the campaign, this mesmerizing symphony signifies Sushant’s declaration of self-identity and the unapologetic acceptance of one-self. The two-and-a-half-minute video portrays a rallying cry, a lament, and a joyous declaration of their flamboyant personality. The lyrics further gives homage to the inner fire that drives and pushes one out of the shadows to stand tall in authentic glory.

“Music unites people in much the same way that advocacy does, bringing people together to fight for a better world. Our latest campaign, ‘Pehchaan’ is driven by the insight that an individual’s journey of discovering their gender, sexual orientation and preferences is unique. Through powerful storytelling and vibrant soundtrack, we at Senco Gold and Diamonds intend to make a statement about the importance of acceptance and belonging." said Senco Gold Ltd director and head of marketing & design Joita Sen.

Senco Gold and Diamonds is renowned for its exceptional designs and commitment to quality. The brand has earned the trust of customers nationwide by creating beautiful memories through its jewellery. Senco Gold and Diamonds offers a wide range of modern and traditional jewellery to meet the evolving needs of its customers for every occasion and celebration.