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Sourav Ganguly plays several characters in Senco Gold & Diamonds’ new campaign

These advertisements showcase Sourav Ganguly's never seen comedic excellence on the screen.

Senco Gold & Diamonds has rolled out a new campaign to advertise DG Gold, starring the former Indian captain and current Board of Control for Cricket in India (BCCI) chairman, Sourav Ganguly.

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

Through a series of three hilarious films, the initiative emphasises the convenience of purchasing gold on DG Gold. In the films, Sourav plays three characters from well-known folktales who go through extraordinary pain to accomplish the urge for gold, but these narratives always end with cartoonishly disastrous results. Each film concludes with a message from the prince of Kolkata saying, “Why go to such lengths for gold when you can easily buy gold on Senco DG Gold!”

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

In one of the films, Sourav plays the renowned folktale hero Ali Baba, who attempts to steal 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, resulting in hilariously disastrous results. The film concludes with Sourav himself promoting Senco DG Gold as a convenient way to fulfil one’s aspirations for gold.

Another story incorporates the folktale of the “Golden Goose” and places it in a modern sense. Sourav performs the hero who obtains the mystical Golden Goose to fulfil his gold cravings, but the story takes an unforeseen and comical turn, showcasing his comedic acting skills. The film asserts with Sourav himself introducing Senco DG Gold as a more efficient and comfortable way to gain gold.

In the final act, Sourav enacts a middle-class man who receives the Touchstone/Philosopher’s Stone or Poroshpathor – a stone that changes anything 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 presenting Senco DG Gold as the extremely easy and cleverer method of purchasing gold.

On the partnership, 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.”

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 mydigigold.com 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 in the near future!”

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