Senco Gold & Diamonds ropes in Sourav Ganguly to promote its DG Gold platform


Kolkata (West Bengal) [India] : Senco Gold & Diamonds, the largest organized jewellery retailer headquartered in Kolkata announced the launch of a new campaign starring Sourav Ganguly for its online gold transaction platform DG Gold (

 In the campaign, which went live on Friday, 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 films, 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.

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 shortly!”