Award: CAMPAIGN AWARDS \ C27. Promotional Activity

Senco Gold and Diamonds mandated its retained PR firm to recommend an event that would celebrate equal rights for transgenders and establish the company’s credentials in the ‘inclusivity narrative’ in India.

Based on our research on prominent transgender individuals in Indian epics, including the Mahabharata, we recommended a first-of-its-kind fashion show featuring transsexuals representing the various mythological characters.

Inspired by our suggestions, Senco decided to launch a new range of jewellery, the ‘Pride Collection’, in support of the LGBTQ community. The fortnight-long event involved radio shows by Rian Ghosh, a transgender radio jockey, on Radio Mirchi, Fever FM, and Big FM. Separately, we organised a fashion show where Dr Manabi Bandyopadhyay, the first transgender woman in India to complete her doctorate, was the ‘showstopper’.

A focused group of journalists and international photo agencies covered the event, resulting in over 100 unique print and online stories.