Senco Gold and Diamonds has launched the #WearYourPride campaign to encourage the LGBTQ+ community and to celebrate equal rights for all genders. To promote inclusivity during the Pride Month, Senco Gold and Diamonds published two brand films – the videos (available on the company’s YouTube channel) feature brand ambassador Dutee Chand and her girlfriend pledging for “freedom of love” and another film on life of Rupu, a Senco Gold transgender employee.
The inspiring real-life story of Rupu, a transwoman employee of five years in the Sales department at the Camac Street showroom of Senco Gold & Diamonds has been portrayed through this video. Senco provided Rupu a platform to identify her true self in society as well as inspire others through her story by being the central character in the digital video commercial being rolled out across social media platforms.
Another brand film features Senco’s brand ambassador Dutee Chand, who pledges with her girlfriend for “freedom of love” with the message of normalising same-sex relationships in mainstream society.
Commenting on the launch of the campaign, Joita Sen, Director, Senco Gold & Diamonds said, “Our new campaign #WearYourPride is a tribute to the LGBTQ community who have overcome all odds and daily struggles to make a mark on their own as professionals. We salute them and their indomitable spirit. We are committed to actualising Rupu’s dream and are helping her in her gender transformation process. Rupu is an inspiration for others and we hope more such Rupus come out and follow her path.”
Suvankar Sen, Managing Director & CEO, Senco Gold & Diamonds, added, “Senco Gold & Diamonds has promoted inclusive growth. We took an initiative by having Dutee Chand as brand ambassador, who we believe is an inspiring icon for not only the LGBTQ+ community but all sportspersons. We are committed to extending all assistance in terms of training, skill development, medical and healthcare support for all Rupus in Senco Gold.”