~ Senco Gold & Diamonds puts brand ambassador Sourav Ganguly on DigiGold and DigiSilver — digital-first, smaller-ticket precious-metal buying aimed at younger and first-time savers ~
Kolkata, September 2026: Senco Gold & Diamonds has put brand ambassador and former India captain Sourav Ganguly at the centre of a new campaign for DigiGold and DigiSilver, pushing awareness of digital-first precious-metal purchases built around smaller, regular tickets rather than one-shot jewellery spends.
The push sits inside Senco’s broader bet on digital savings and gifting. The retailer says consumers are already using digital gold and silver for savings, gifts and investment, with smaller denominations acting as an entry point into metal ownership — and, over time, a bridge into jewellery when holdings accumulate.
Suvankar Sen, MD & CEO, Senco Gold & Diamonds, framed the move as scaling an existing digital-gold and silver ecosystem against changing behaviour: digital-first engagement is becoming relevant even inside precious metals. DigiGold and DigiSilver sit on Senco’s own digital platforms, so customers can move from accumulation to jewellery redemption without a separate app.
The campaign is running primarily on digital channels, chasing consumers already comfortable with online financial transactions. Senco says repeat buys have been a notable part of the response — a higher-frequency rhythm than the traditional jewellery purchase cycle.
Marketing take: When a jewellery major puts a trust face like Ganguly on digital gold and silver, the real ask is habit — small tickets, frequent touches, and a path from metal wallet to store jewellery without forcing a new app.
