Senco Gold & Diamonds, the fastest growing jewellery retail chain in India today rolled out a new brand campaign “Shine On” featuring former Indian cricketer Sourav Ganguly who is also the brand ambassador of Senco Gold & Diamonds since 2015. In a new TVC for AHAM, a new range of men’s jewellery from Senco Gold & Diamonds, Sourav will be playing a role of his own life – how he outplays the rivals and silences the critics. In a glittering event in Kolkata, Prince of Calcutta Sourav Ganguly & Suvankar Sen, Executive Director –Senco Gold & Diamonds unveiled the new range of “AHAM” collection.

AHAM, the new men’s collection from the house of Senco Gold & Diamonds offers a signature collection of rings, bracelets, cufflinks, ear-studs, chains and pendants in Diamond, Gold & Silver. The collection has been designed especially for the cosmopolitan man; urbane, dignified and grounded. This Signature range can be used as part of daily wear as well as in social occasions or for sheer power dressing by the men of honor.

 AHAM means “ego”, Ego for being a self made gentleman, having self respect and being respected, adored and looked upon in the society for his achievements. AHAM means “ego”, for earning well with respect to become financially stable. AHAM means “ego” for having a sense of style and elegance & for being very confident at every steps of life. AHAM means “ego” for living successfully and becoming heart of every party. AHAM means “ego” for being modern in every way but still connected to his traditional roots and values.

The brand AHAM, embodies the spirit of self-confidence along with the desire to succeed. Who embodies other than Sourav Gaungly? In this category, a self-made ace cricketer, an astute captain and one of the best thinking minds in India. Today’s youth who are hungry to succeed can easily relate to him and draw inspiration. AHAM is just not a style statement, a vision to move in dada’s path and become successful in life. The idea of the campaign is based on the persona and the charisma of such a gentleman who is always shining brightly. The tagline "SHINE ON" signifies the inherent encouragement to become successful.

Speaking on the occasion of launching the new marketing campaign – “Shine On”, Mr. Suvankar Sen, Executive Director, Senco Gold & Diamonds, said, ‘Sourav Ganguly is our brand ambassador since 2015. He embodies the spirit of AHAM, which celebrates the man who has that sharp edge over others, who dazzles the world with his success. People may criticise him, but his outstanding performance silences the critics. His brilliance lets him rise above mediocrity. For him, a century is not enough. Even his rivals admire him when he outplays them. He is not afraid of failure because he excels beyond expectations. He is equally versatile, excelling at whatever he does in his own unique style, with impeccable class and elegance. This is the spirit of Aham, which means “self” or “ego” and Sourav Ganguly represents every self-made man who is comfortable being himself and letting his “aham” shine.”

Expressing his views Sourav Ganguly said – “I am very much excited with the new range of jewellery collection, AHAM. I am not new with this brand as my association with Senco Gold & Diamonds dates back to 2015. All the collections are uniquely designed by karigars. The new collection embodies the spirit of self-confidence along with the desire to succeed. It gives me immense pleasure to be associated with such an eminent jewellery brand.”