Senco Gold & Diamonds: Sprinting towards gender-equality

Senco Gold and Diamonds, a jeweller, launched a campaign in India to celebrate equal rights for all genders as well as boost the company's credentials in the narrative of inclusivity.

Background

In recent history, homosexuality has been a taboo in India. During the British era, it was even criminalised, since intercourse among two people of the same gender was considered 'unnatural' at that point in time.

In present times, people in big Indian cities are more accepting towards homosexuality. That the country's Supreme Court decriminalised homosexuality in September 2018 certainly helped matters.

In the last few years, India has been witness to members from the LGBTQ+ (lesbian, gay, bisexual, transgender, queer and others) community, activists and ordinary citizens coming forward to demand Diversity, Equity, and Inclusion (DEI), which is variously...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands