Ad Campaigns
Senco Gold & Diamonds showcases Karigari with Vidya Balan
MUMBAI: In its new campaign, Senco Gold & Diamonds, the jewellery brand from Bengal, puts a different lens on craftsmanship.
Karigari finds its significance and relevance through the stories of four different women from four different parts of the country – women who find a reflection of their identity in the jewellery they choose to wear. Real, everyday women. With real stories. It is set to play up the fact that women, the karigars of life, are as unique as the pieces of adornment they choose for themselves.
The multi-faceted and multi-talented Balan has masterfully essayed these diverse characters. Suresh Triveni – the director of Tumhari Sullu, teams up with Vidya and the crew that created Sullu, to tell these stories and bring them alive in his characteristic style.
Each of the four films narrates the way a woman finds herself, her life and her identity intertwined with the piece of jewellery that she wears. It traces the story of a Bengali woman who discovers that the time taking art of filigree is similar to the time and patience that she needs to invest in making a relationship blossom. How she enjoys perfecting the relationship just like a karigar enjoys perfecting filigree work for a set of bangles.
The second story is told in the modest voice of a housewife in Delhi. She acknowledges the importance of little indulgences and discovers her dazzle in the karigari of diamonds.
The third story finds its protagonist in a South Indian woman. Someone who discovers that karigari can combine traditional values and modern outlook just the way she has never lost touch of her roots.
And the last film helps a modern working woman, who believes in simplicity, find her match in the minimalistic and intricate karigari of lightweight jewellery.
Ogilvy Kolkata managing partner creative Sujoy Roy says, “The task was to take Senco’s strength of craftsmanship to every corner of India as the brand extends its footprint across the nation. With this campaign we will help women, the karigars of life, discover another karigar in Senco. The story of karigari finds its role in the lives of these four women. And depicts how different forms of karigari helps reflect the true identity of every woman. Only an actor as versatile as Vidya Balan could do justice to these roles. Unlike other jewellery campaigns, this campaign doesn’t over-promise or create an eclectic space for jewellery. It is set in the real space. And it finds its voice through the stories of four relatable characters across the country.
Senco Gold & Diamonds executive director Suvankar Sen adds, “Each time a client praises our intricate designs, it is a credit to our craftsmen. We are fortunate to have them with us for years. In fact, some of the karigars have been with us for generations so they know everything when it comes to jewellery, modern or old; traditional or futuristic. This campaign is a tribute to the karigars who work untiringly to craft jewellery by their hands”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
