Senco Gold and Diamonds partners with Sushant Divgikar to celebrate Pride

Fine jewellery brand Senco Gold and Diamonds has partnered with drag queen and singer Sushant Divgikar to celebrate LGBTQIA+ Pride. The business has launched a new campaign and original song named ‘Pehchaan’, designed to promote acceptance.

This Pride Month, Senco Gold and Diamonds has announced its commitment to empowering the LGBTQIA+ community with a dedicated campaign, the business announced in a press release on June 21. The two-and-a-half-minute music video sees Divgikar explores a range of emotions associated with identity and concludes with a rallying cry for individuals to express their authentic self.
 
“Music unites people in much the same way that advocacy does, bringing people together to fight for a better world,” said Senco Gold Limited’s director and head of marketing and design Joita Sen in a press release. “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.”
 
Senco Gold and Diamonds announced in May this year its plan to enter new markets in South and West India by opening brick-and-mortar stores. The business expects to grow by between 15% and 20% in the 2025 financial year in terms of both revenue and profit.