Millennium Post

Senco rolls out its special campaign #WearYourPride

Senco rolls out its special campaign #WearYourPride

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. While one film features brand ambassador Dutee Chand and her girlfriend pledging for 'freedom of love', another film is on the 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 and 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. The film, as part of the brand campaign #WearYourPride, encourages the LGBTQ+ community to come out and celebrate one's pride.

Another brand film, featuring Dutee Chand, urges everyone to 'Don't Hide, Wear Your Pride' and pledges with her girlfriend for 'freedom of love' with the message of normalising same-sex relationships in mainstream society. The campaign tagline #WearYourPride encourages the LGBTQ+ community to express their love fearlessly and be proud of who they are.

'Senco Gold and Diamonds' has promoted inclusivity and supported the causes of the LGBTQ+ Community. In 2021, 'Senco Gold and Diamonds' signed Dutee Chand as the brand ambassador.

Commenting on the launch of the new campaign, Joita Sen, Director, 'Senco Gold and Diamonds' said, "We at 'Senco Gold and Diamonds' have supported the rights of the LGBTQ+ community. #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 and CEO, 'Senco Gold and Diamonds' said, " 'Senco Gold and Diamonds' has promoted inclusive growth. We took an initiative by having Dutee Chand as the brand ambassador, who we believe is an inspiring icon for not only the LGBTQ+ community but all sportspersons. Now we are happy to announce that already a couple of members from the LGBTQ+ community are part of the 'Senco Gold' family and we are set to welcome a few more into our fold. We are committed to extending all assistance in terms of training, skill development and medical and healthcare support for all Rupus in 'Senco Gold'."

Subhasri Sengupta, Chief Human Resource Officer, 'Senco Gold and Diamonds' added, "We at 'Senco Gold and Diamonds' believe in equal opportunity and workplace inclusion and encourage people to apply from all sections of society irrespective of their gender, caste, creed, religion or sexual orientation. We at 'Senco' try to ensure that diversity, equality and inclusion efforts and create a platform for talents so that they get a fair chance to showcase their true self and explore their talent. We would like to heartily welcome deserving people from the LGBTQ+ community and create milestones in their career graph."

The brand films can be viewed at and

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