Sourav Ganguly plays multiple characters in new Senco Gold & Diamonds campaign

Senco Gold & Diamonds has launched a new campaign to advertise DG Gold, featuring former India captain and current Chairman of the Board of Control for Cricket in India (BCCI), Sourav Ganguly.

The new advertisement focuses on the online gold trading platform. In this move, the former Indian cricketer is seen marketing DG Gold, which is the digital gold business of Senco Gold & Diamonds.

Through a series of three hilarious films, the initiative emphasizes the convenience of buying gold on DG Gold. In the films, Sourav plays three well-known folktale characters who go through extraordinary pain to fulfill the craving for gold, but these tales always end with cartoonishly disastrous results. Each film ends with a message from the Prince of Kolkata saying: “Why bother so much for gold when you can easily buy gold on Senco DG Gold!”

These commercials showcase Sourav Ganguly’s never-before-seen comedic excellence on screen. His fantastic comedic timing and pitch-perfect performances elevate these films. The advertisements will be broadcast on television and on digital platforms.

In one of the films, Sourav plays the famous folktale hero Ali Baba, who tries to steal the gold from the legendary “Khul Ja Sim Sim” cave from the 40 thieves. But, as in the story, he forgets the “password” to access the cave, leading to hilarious and disastrous results. The film ends with Sourav himself promoting Senco DG Gold as a convenient way to achieve his gold aspirations.

Another story incorporates the folk tale of the “Golden Goose” and places it in a modern sense. Sourav plays the hero who obtains the mystical Golden Goose to satisfy his cravings for gold, but the story takes an unplanned and comedic twist, showcasing his comedic acting skills. The film claims with Sourav himself to present Senco DG Gold as a more efficient and comfortable way to earn gold.

In the final act, Sourav features a middle-class man who is given the Touchstone/Philosopher’s Stone or Poroshpathor – a stone that changes everything to gold that comes in contact with it. But, in his enthusiasm, he becomes careless, resulting in a sudden and hilarious surprise at the end. Sourav himself concludes the film by introducing Senco DG Gold as the extremely simple and clever method of buying gold.

On the partnership, Sourav Ganguly said: “I am very excited about the new campaign which is fun and informative for those who want to transact gold online. I am not new to this brand as my association with Senco Gold & Diamonds dates back to 2015. Senco Gold is a trusted jewelry brand and it gives me immense pleasure to be associated with such an eminent jewelry brand.

Suvankar Sen, MD and CEO, Senco Gold and Diamonds, said: “We launched DG Gold, a digital platform for customers to buy, trade and sell gold through our website mydigigold.com almost a year ago now. This product of the New Era was launched keeping in mind the highly conscious Indian Millennials who not only know the different asset classes to invest in but also realize the benefits of saving early.Through this campaign, the Ambassador of our national brand Sourav Ganguly will be seen in three different avatars, emphasizing the key features of DG Gold – Instant Hassle-Free Transactions, 24k Pure Gold, Total Security and Assurance.

We are sure our customers will love this campaign and it will bring a smile to 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 set of highly engaging advertisements. I would also like to thank Mr. Dibyendu Baral, Chief Digital and Innovation Officer and our technical team for the development of this new age product.

Bang On Content director and cinematographer Piyash Ghosh said: “It was a fantastic experience working on these films, from conceiving the ideas to realizing them in front of the camera. The best part of it all was Sourav himself – he was such a great sport to play the humorous roles and reveal his comic side for the first time on screen.

“His support and added value throughout the process made the movies and the whole experience even more enjoyable. He is a director’s dream actor and surprised everyone with his natural comedic timing and sense of humor. We look forward to making more unique films with him in the near future!

Sarah C. Figueiredo