Senco Gold campaigns against female foeticide during Durga Puja

Created and executed by Kinetic India, the campaign targeted well-known pandals in Mumbai.

Jewellery chain Senco Gold used the occasion of Durga Puja, the largest festival in Eastern India, to execute an awareness campaign against female foeticide and gender discrimination. The brand, which has its base in Kolkata where it operates through eight exclusive stores, owns a total of 19 stores all over the country.

The campaign was OOH heavy, with one creative being used in all locations. The media and creative duties for the campaign were handled by Kinetic India, a media planning and buying company owned by WPP. The creative shows focused on the three key elements of the ad, the occasion, the cause and the brand. Goddess Durga is seen wearing a gold nose ring and the ring shows a mother and a womb inside.

The ad consists the message, 'Stop Female Foeticide - She is your most Precious Jewel'. Large pandals across Mumbai were targeted in locations such as Lokhandwala to generate awareness around the issue.

In addition to its core business, Kinetic provides wide-ranging specialist expertise through its complementary service divisions including Aureus, Aviator, Kinetic Active, Kinetic Futures, Meta, Zone and Hi Rezz.