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Monday, February 10, 2025

Senco Gold & Diamonds and Garage Worldwide Celebrate Weddings with the Poignant “Khushiyon Ki Reet” Campaign

Garage Worldwide has teamed up with Senco Gold & Diamonds to unveil a heartwarming campaign film for the wedding season titled “Khushiyon Ki Reet” (Tradition of Joy). Renowned for its deep roots in West Bengal, Senco has been steadily expanding its footprint across India, now boasting over 160 showrooms nationwide. This campaign reflects the brand’s growing resonance among Indian consumers by blending its rich heritage with modern sensibilities, perfectly timed to the spirit of wedding celebrations.

At the heart of the campaign is the message encapsulated in “Khushiyon Ki Reet”—a philosophy that Senco’s jewellery is more than just adornment. Each piece symbolizes joy, heritage, and the artistry of expert craftsmanship, creating memories that transcend generations. The campaign thoughtfully connects with today’s Indian families who honor their traditions while embracing contemporary trends, emphasizing Senco’s ability to cater to diverse and evolving tastes.

The film narrates a touching tale of a young bride discovering a photograph of her grandmother wearing a cherished wedding necklace. Struck by its timeless beauty, she collaborates with Senco to recreate the necklace, blending the essence of heritage with exquisite craftsmanship. This act becomes a symbol of the enduring bond between past and present, encapsulating the brand’s ethos of crafting joy-filled traditions.

With its poignant storytelling, “Khushiyon Ki Reet” beautifully celebrates love, family, and the sentimental value of passing down traditions through jewellery. This campaign is a testament to Senco’s vision of being an integral part of life’s most meaningful moments, resonating with customers across India.

Joita Sen, Director and Head of Marketing & Design at Senco Gold & Diamonds said: “At Senco Gold & Diamonds, every piece we create is a celebration of history, innovation, and the enduring happiness that comes from both crafting and wearing something truly special. Khushiyon Ki Reet encapsulates the very soul of our brand and our deep connection with customers. Having grown up in Kolkata, I have witnessed the immense brand equity that Senco has enjoyed for decades as a premium jewellery brand. 

This campaign for the Vivaah Collection reflects our seamless blend of heritage and modernity, appealing to a new generation of Indians who joyfully rediscover the beauty of traditions in contemporary ways. It beautifully tells the story of love, legacy, and the timeless allure of exquisitely crafted wedding jewellery, showcasing the special bond between a grandmother and granddaughter” 

Raj Nair, CCO of Garage Worldwide, said: “I grew up in Kolkata. I am well aware of the brand equity that Senco has enjoyed as a premium jewellery brand for decades in Kolkata and West Bengal. To be able to work on a brand that one has known since decades is a charming opportunity in itself. The chemistry with the brand team that was in play from day 1 has resulted in this campaign for the Vivaah Collection. This is the first in a series of initiatives that Garage will bring alive to connoisseurs of contemporary, artistic, exquisitely crafted gold and diamond jewellery. Senco has an amazing tradition of creating beautifully crafted pieces of  jewellery and this story focuses on the love for beautiful wedding jewellery shared in a sweet story between a grandmother and her granddaughter which has been beautifully brought to life by the director Priyanka Ghose and producer Akhil Iyer of Artists Collective. 

Sanjay Deshmukh, CEO of Garage Worldwide, added: “It was a fantastic collaborative effort from the Garage and Senco teams. Weddings are one of the biggest occasions for jewellery buying and in a true Indian tradition, we wanted to capture the individuality of today’s bride and at the same time her relationship with the oldest member of the family. ” 

This is just the beginning. Senco and Garage Worldwide teams are working on more exciting campaigns that will be revealed soon.

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