ARCHIVESenco Gold Reframes Maternal Protection as Jewelry Narrative
Nazar Na Lage is a 2023 Mother's Day brand film by Senco Gold & Diamonds that connects the protective symbolism of the Evil Eye to the lived experiences of mothers across three generations, launched in India in May 2023 to coincide with the brand's Everlite Evil Eye collection.
Senco Gold & Diamonds published the campaign in India in May 2023, timed to Mother's Day on May 14 of that year. The campaign carries a title drawn from a Hindi phrase invoking protection from the evil eye — a cultural shorthand for a mother's instinct to shield her children from harm. That linguistic choice is not decorative. It anchors the entire narrative strategy, binding a product launch to a symbolic register that resonates deeply across Indian households regardless of generation or geography.
The campaign was created by agencies Digitale and PNC Inc. and takes the form of a digital brand film. Its central argument is straightforward: the meaning of motherhood changes across generations, but the protective impulse does not. The film follows mothers from three different generational contexts, each navigating distinct societal expectations, yet connected through a shared thread of resilience and mutual support. In doing so, Nazar Na Lage distances itself from the bridal and celebrity-led conventions that have long dominated jewelry advertising in India, repositioning Senco Gold & Diamonds as a brand willing to engage with the emotional complexity of women's lives. The campaign also served as the launch vehicle for the Everlite Evil Eye collection, a sub-brand line designed to carry the protective symbolism of the evil eye motif into wearable form, according to information published by Senco Gold and Diamonds on sencogoldanddiamonds.com.
ARCHIVEIndia's jewelry retail market represents one of the largest and most competitive consumer categories on the subcontinent. According to upstox.com, India accounted for approximately 562.3 tonnes of jewelry demand in 2023, representing approximately 26.9 percent of global demand by volume. According to Equityedgeresearch Substack, the India jewelry retail market was valued at approximately 80 billion US dollars in FY2024, with an expected compound annual growth rate of approximately 16 percent from 2023 to 2028. That scale of market creates intense competitive pressure, particularly for established regional players seeking to build national relevance.
Senco Gold & Diamonds operates in a retail landscape where competitors such as Tanishq, backed by the Tata Group, and Kalyan Jewellers have invested heavily in emotional and culturally anchored advertising. Tanishq has built considerable brand equity through campaigns addressing social issues including remarriage and interfaith families. Kalyan Jewellers has favoured large-scale celebrity endorsement strategies. Against this backdrop, Nazar Na Lage makes a deliberate pivot. Rather than deploying a celebrity face — Senco appointed Kiara Advani as national brand ambassador in October 2021, according to mediainfoline.com — the campaign centres real generational experience as its creative engine.
The strategic insight underlying the campaign is that the evil eye, as a cultural symbol, already belongs to the vocabulary of maternal protection in India. Mothers across generations invoke it instinctively. By naming the campaign Nazar Na Lage and tying it to the Everlite Evil Eye collection, Senco Gold & Diamonds converts a pre-existing cultural belief into a product narrative without forcing the connection. In the Indian retail context, where jewelry purchases are frequently tied to emotional and familial milestones, that alignment between symbol, story, and product carries genuine commercial logic.
Director Deshapriyo, who also serves as vice chair of PNC Inc., helmed the brand film for Nazar Na Lage, bringing a production sensibility shaped by the narrative demands of the intergenerational structure at the campaign's core. The film's construction across three generational storylines requires a disciplined visual and tonal grammar — each era must read as distinct while remaining emotionally continuous, a challenge that falls squarely on the director and cinematographer.
Cinematographer and production designer Debraj Naiya handled the visual architecture of the film, according to the campaign's credited production documentation. The dual role of cinematographer and production designer is notable: it suggests a unified visual approach in which the look of each generational environment and the way it is photographed are conceived as a single system rather than two separate decisions. That coherence is essential to a film that asks audiences to move across time while remaining emotionally anchored in a single idea.
The creative team was led by Arnab Samanta as creative director, with Shreya Kumar as copywriter, both from Digitale, according to credited production records. Mrinal Lunia, CEO of Digitale, oversaw the agency side of the production, while Sourav Mahata served as producer and CEO of PNC Inc. The copywriting task on a campaign titled Nazar Na Lage carries particular weight: the phrase is emotionally loaded in Hindi-speaking and Bengali-speaking households across India, and the script must earn its use of that phrase rather than simply invoke it. The two-asset digital format — a campaign structure noted in the campaign archive — concentrates the entire creative argument into a compressed delivery mechanism suited to the digital environments in which Indian consumers increasingly engage with brand content. Production credits for the full Nazar Na Lage campaign beyond the named individuals above are not publicly documented beyond the primary archive record.
One archived video asset associated with the Nazar Na Lage campaign recorded 258,452 views, 9 likes, and 2 comments, according to the campaign archive record. The Telegraph, Kolkata covered the campaign on May 18, 2023, four days after Mother's Day, according to telegraphindia.com — editorial coverage from a major regional publication representing a meaningful signal of cultural resonance for a campaign with a distinctly Bengali-heritage brand identity. Coverage also appeared in medianews4u.com and retailjewellerindia.com, indicating trade press pickup across the Indian advertising and retail jewelry verticals.
No independently verified sales metrics or paid media performance data for the Nazar Na Lage campaign are publicly available beyond these engagement and coverage figures. Structurally, however, the campaign demonstrates several conditions associated with effective emotional retail advertising: a culturally specific insight executed without condescension, a product integration that follows from narrative logic rather than interrupting it, and a creative decision to foreground authenticity over aspiration at a moment when Indian consumers have shown increasing receptivity to both. The decision to launch on Mother's Day — a date with growing commercial significance in Indian retail — and to generate editorial coverage within four days of the holiday suggests a media strategy timed for cultural amplification rather than pure paid reach.
Clapboard Score: 57 out of 100. The score reflects a campaign that executes its emotional premise with craft and cultural intelligence but whose digital footprint — two assets, limited engagement metrics — constrains the case for broader impact. The intergenerational structure and evil eye symbolism represent a genuinely differentiated creative position in Indian jewelry advertising, one that earns its score through strategic coherence rather than scale.
Nazar Na Lage is a Mother's Day brand film by Senco Gold & Diamonds, published in India in May 2023. Created by Digitale and PNC Inc., the campaign connects the cultural symbolism of evil eye protection to the resilience of mothers across three generations, and served as the launch vehicle for the Everlite Evil Eye collection.
Digitale and PNC Inc. created the Nazar Na Lage campaign for Senco Gold & Diamonds. Mrinal Lunia served as Digitale's CEO, Arnab Samanta as creative director, and Shreya Kumar as copywriter. PNC Inc. contributed director and vice chair Deshapriyo, producer and CEO Sourav Mahata, and cinematographer Debraj Naiya.
The Everlite Evil Eye collection is a jewelry line from Senco Gold & Diamonds launched in conjunction with the Nazar Na Lage campaign in May 2023. The collection translates the protective symbolism of the evil eye motif — central to the campaign's narrative — into wearable jewelry, according to information published by sencogoldanddiamonds.com.
Most major Indian jewelry campaigns in 2023 relied on celebrity endorsers or bridal occasions. Nazar Na Lage replaced celebrity-led storytelling with three generations of non-celebrity mothers as protagonists, focusing on societal resilience rather than aspiration — a deliberate departure from the approaches favoured by competitors including Tanishq and Kalyan Jewellers.
The Nazar Na Lage campaign by Senco Gold & Diamonds holds a Clapboard Score of 57 out of 100. The score recognises the campaign's cultural intelligence and creative coherence while reflecting a limited digital footprint of two media assets and constrained publicly available engagement metrics for the 2023 India retail campaign.
Mother's Day on May 14, 2023 provided a culturally resonant launch moment for a campaign built around maternal protection and intergenerational resilience. The timing also enabled editorial amplification: The Telegraph, Kolkata covered the campaign on May 18, 2023, just four days after the holiday, according to telegraphindia.com.
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