Senco Gold & Diamonds launches special PRIDE #WearYourPride campaign to encourage the LGBTQ+ community Dutee Chand

Kolkata: Senco Gold and Diamonds launched the #WearYourPride campaign to encourage the LGBTQ+ community and celebrate equal rights for all genders. To promote inclusivity during PRIDE month, Senco Gold and Diamonds has released two brand films – the videos feature brand ambassador Dutee Chand and his girlfriend pledging for “freedom of love” and another film about the life of Rupu, a transgender employee of Senco Gold.

The inspiring real-life story of Rupu, a trans woman employed for five years in the sales department of Senco Gold & Diamonds showroom on Camac Street, has been portrayed through this video. Senco provided Rupu with a platform to identify with society and inspire others through her story by being the central figure in digital video advertising deployed on social media platforms. The film as part of the #WearYourPride brand campaign encourages the LGBTQ community to come out and celebrate their pride.

WATCH | Rupu’s story

Another brand movie features brand ambassador Dutee Chand. Throughout the film, Dutee Chand urges everyone to “Don’t Hide, Wear Your Pride” and pledges with his girlfriend for “Love Freedom” with the message of normalizing same-sex relationships in society by general.

The campaign slogan #WearYourPride encourages the LGBTQ+ community to fearlessly express their love and be proud of who they are.

Senco Gold & Diamonds promoted inclusivity and supported LGBTQ+ community causes. In 2021, Senco Gold & Diamonds signed Dutee Chand as brand ambassador.

Commenting on the launch of the new campaign, Joita Sen, Director of Senco Gold & Diamonds, said, “At Senco Gold & Diamonds, we have been supporting the rights of the LGBTQ community. Our new #WearYourPride campaign is a tribute to the LGBTQ community who overcame all odds and daily struggles to establish themselves as professionals. We salute them and their indomitable spirit. We are committed to making Rupu’s dream come true and helping her in her gender transformation process. Rupu is an inspiration to others and we hope more such Rupus come out and follow his path.

Commenting on the occasion, Suvankar Sen, Managing Director and CEO of Senco Gold & Diamonds, said, “Senco Gold & Diamonds has promoted inclusive growth. We took a lead in having Dutee Chand as our brand ambassador who we believe is an inspirational icon to not just the LGBTQ+ community but all athletes. Now we are happy to announce that already a few members of the LGBTQ community are part of the Senco Gold family and we are ready to welcome a few more into our fold. We are committed to extending all assistance in terms of training, skills development, medical support and health care for all Senco Gold Rupus.

Subhasri Sengupta, Director of Human Resources, Senco Gold & Diamonds, at the launch said, “At Senco Gold & Diamonds, we believe in equal opportunity and inclusion in the workplace and encourage people to apply from all walks of life, regardless of gender, caste, creed. , religion or sexual orientation. At Senco, we try to ensure diversity, equality and inclusion efforts and create a platform for talent to have a fair chance to show their true selves and explore their talent. We warmly welcome deserving people from LGBTQ community and create milestones in their career chart.

Sarah C. Figueiredo