Senco Gold & Diamonds launches a new campaign featuring Sourav Ganguly to promote DG Gold

It Launches new campaign featuring Sourav Ganguly in TVCs and Digital Videos in never before seen comedic avatar

Senco Gold & Diamonds, the largest organized jewelry retailer in Eastern India (based on the number of stores), today announced the launch of a new campaign starring Sourav Ganguly for its online gold transaction platform named DG Gold ( In the campaign, which went live today, the current BCCI president and the brand ambassador for Senco Gold & Diamonds since 2015, Sourav Ganguly, is seen promoting ‘DG Gold,’ the digital gold business of Senco Gold & Diamonds.

This is a fun campaign, highlighting the ease of buying gold on DG Gold through a series of 3 humorous films starring Sourav Ganguly. In the movie, Sourav plays 3 characters from well-known folktales, who go to extreme lengths to fulfil his desire of gold, but interestingly, these stories end with comically disastrous results every time. Each film ends with a message from the former Indian Captain – ‘Why go to such lengths for gold, when you can buy gold easily on Senco DG Gold!’

These films bring out the never before seen comedic brilliance of Sourav Ganguly on the screen. His perfect comic timing and pitch-perfect performance makes these films more memorable. The ads will run on TV and digital platforms.

Film 1 – Sourav as Ali Baba :
Sourav plays the famous folktale hero Ali Baba, trying to steal gold from the 40 thieves from the legendary ‘Khul Ja Sim Sim’ cave. But of course, like in the story, he forgets the ‘password’ to open the cave, leading to comically disastrous results. The film ends with Sourav as himself, presenting Senco DG Gold as a hassle-free way to satisfy one’s desire for gold.

Expressing his view on the occasion, Sourav Ganguly said, “I am very excited with the new campaign which is funny and informative for those who want to do online gold transactions. I am not new with this brand as my association with Senco Gold & Diamonds dates back to 2015. Senco Gold is a trusted jewellery brand and it gives me immense pleasure to be associated with such an eminent jewellery brand.”

Speaking on the occasion, Suvankar Sen, MD & CEO, Senco Gold and Diamonds said, “We introduced DG Gold, a digital platform for customers to buy, redeem and sell gold through our website almost a year ago to this date. This new-age product was launched keeping in mind the extremely-aware Indian Millennials who not only know about various asset classes to invest in but also realise the benefits of saving early.

Through this campaign, our national brand ambassador Sourav Ganguly will be seen in three different avatars, emphasising the key features of DG Gold – Instant Hassle-Free Transactions, Pure 24 Karat Gold, Full Security and Insurance. We are confident our customers will love this campaign and it will bring a smile on their faces seeing the humorous side of our beloved Dada. I would like to thank Joita Sen-Director, Senco Gold & Diamonds and the entire marketing team who collaborated with Bang On, our advertising agency to produce a very engaging set of commercials. I would also like to thank Mr Dibyendu Baral, Chief Digital and Innovation Officer and our tech team for developing this new age product.”

Director & Cinematographer of Bang On Content, Piyash Ghosh said – “It was a fantastic experience to work on these films, from coming up with the ideas to bringing them to life on camera. The best part of it all was Sourav himself — he was such a great sport to play the humorous roles and reveal his comedic side for the first time on screen. His support and value addition in the whole process made the films and the experience even more enjoyable. He is a director’s dream actor and surprised everyone with his natural comic timing and sense of humour. We look forward to making more such unique films with him in the near future!”

About DG Gold
In today’s digital age, Senco Gold & Diamonds makes it easier than ever to buy & sell virtual gold online with the new Senco MyDigiGold app ( The app lets users buy & sell virtual gold in minutes, any time & from anywhere, with free insurance & security through an online locker. The app also lets users redeem their purchased virtual gold for real gold jewellery at any Senco showroom in India, with just a tap. Truly, Senco My Digigold app is like an online goldmine at your fingertips.

About Senco Gold & Diamonds
Senco Gold & Diamonds is the largest organized jewellery retailer in Eastern India (based on number of stores). Headquartered in Kolkata, Senco Gold & Diamonds has 127+ stores across India. Senco Gold & Diamonds has an array of products on offer for every occasion. Everlite and Gossip are two popular subbrands from Senco Gold and Diamonds. Everlite offers lite weight jewellery in Gold and Diamonds and Gossip is a lifestyle brand offering unparalleled Silver and costume jewellery collections. Please visit, ,

Disclaimer : Senco Gold Limited is proposing, subject to receipt of requisite approvals, market conditions and other considerations, to make an initial public offering of its equity shares (the “Equity Shares”) and has filed a draft red herring prospectus dated April 14, 2022 (the “DRHP”) with the Securities and Exchange Board of India (“SEBI”). The DRHP is available on the website of the SEBI at, BSE Limited at, National Stock Exchange of India Limited at and on the websites of the Book Running Lead Managers to the Offer at, and Any potential investor should note that investment in Equity Shares involves a high degree of risk and for details, potential investors should refer to the RHP / Prospectus, including the section titled “Risk Factors”.

This article was shared with Prittle Prattle News as a Press Release.
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