Senco Gold & Diamonds introduces ‘Senco Di Wedding – Before The Vows’ experience

Senco Gold & Diamonds has unveiled ‘Senco Di Wedding – Before The Vows’, an experiential pre-wedding campaign designed for modern couples. Rooted in the brand’s heritage of craftsmanship, the initiative highlights the emotional and cultural meaning attached to the period leading up to a wedding. The first edition brought together ten selected couples at a luxury five-star resort in Kolkata, with plans to extend the format to additional Senco markets.

The day-long experience featured curated pre-wedding moments, personalised styling, couple activities and an exclusive photoshoot, with each visual anchored by Senco’s bridal jewellery. The resulting images were compiled into a personalised ‘Forever Us by Senco’ coffee table book for each couple. Participants shared accounts of their relationship journeys and reflected on the experience as an intimate prelude to their wedding celebrations.

The initiative also showcased Senco’s approach to bridal design through a collaboration with designer Abhishek Roy of Roy Calcutta and bridal makeup specialist Abhijeet Chanda. Their styling combined Senco’s jewellery with contemporary bridal aesthetics to create refined, cohesive looks.

Joita Sen, director and head of marketing and designs, said the project was created to honour real couples and their personal narratives, grounded in Senco’s 85-year legacy. She noted that today’s couples value authenticity and emotional relevance, which informed the structure of the experience. Roy described the styling process as an effort to translate shared emotions into clothing and jewellery, while Chanda emphasised enhancing the couple’s natural presence through understated beauty.

The campaign will extend into city billboards featuring the participating couples and Senco’s Vivah collection, supported by digital content including behind-the-scenes footage and influencer-led amplification. Consumers nationwide can also participate in associated offers, including honeymoon packages, dining experiences, weekly draws and a jewellery voucher worth INR 10 lakh. After Kolkata, Senco plans to launch the pre-wedding experience in major growth markets across India.