Kolkata-based jewellery store chain Senco Gold Jewellers, in association with Ananda Bazar Patrika, has initiated a jewellery designing contest – Kalpana – to salute the innate creativity in women.
The inherent creative qualities in a woman most often get lost as she gets drawn into the mundane routine of household chores. Kalpana hopes to rekindle this desire to do something worthwhile and feel proud of it.
Said Kanchan Dutta, CEO of Inner Circle, the agency that has conceptualised this promotion, “Kalpana provides an unique platform for the average housewife to express her creativity.”
Elaborating on this latent propensity in many women, Sandeep Kumar Basu, Publicity Manager of Senco Gold, said, “Sometimes our customers actually scribble the designs for sales people to explain what they want.”
This contest is being conducted throughout West Bengal for over a month and the medium chosen is gold, given its popularity among Indian women. There are three categories – bridal wear, work wear and party wear.
The entries will be judged by a celebrity panel including painter Suvaprassanna, designer Sharbari Datta and actress Moon Moon Sen, among others, along with two in-house judges from SencoGold. Preference will naturally be given to original and innovative designs.
The contest, which is currently being promoted through press, outdoor and posters, will culminate in an awards ceremony to fete the winners on August 26.
Kalpana is certainly a novel initiative to stand out and connect with the buyers in the still fairly commoditised yet competitive jewellery market in the city, which nonetheless consumes sizeable media space with largely undifferentiated advertising.