Senco Gold & Diamonds has launched a campaign featuring brand ambassador and cricketer Sourav Ganguly to strengthen awareness of its DigiGold and DigiSilver offerings. The campaign forms part of the retailer’s broader focus on digital-first precious-metal purchases and expanding engagement with younger and first-time buyers.

The retailer said consumers have increasingly been using digital gold and silver for savings, gifting and investment, with smaller-denomination purchases providing an entry point into precious-metal ownership.

Suvankar Sen, MD & CEO, Senco Gold & Diamonds, said the company was scaling its existing digital-gold and silver ecosystem in response to changing customer behaviour. He noted that digital-first engagement was becoming increasingly relevant even within the precious-metals category.

According to the company, DigiGold and DigiSilver can also lead customers towards jewellery purchases as their accumulated holdings grow. The offerings are integrated into Senco’s existing digital platforms, allowing customers to move from digital accumulation to jewellery redemption without using a separate application.

The campaign has primarily been promoted through digital channels, enabling Senco to reach consumers already accustomed to digital financial transactions. The retailer said repeat transactions have been a notable part of the response, creating more frequent interactions than conventional jewellery purchase cycles.