Senco Gold and Diamonds, an Indian jewellery retail chain, launches its anthem ‘Pehchaan’ in collaboration with actor Sushant Digvikar, aiming to support the LGBTQ+ community for pride month.
The anthem signifies Digvikar’s declaration of self-identity and acceptance of oneself. The two-and-a-half-minute video portrays cry, lament, and declaration of their personality.
“Music unites people together to fight for a better world. Our campaign, ‘Pehchaan’ is driven by the insight that an individual’s journey of discovering their gender, sexual orientation and preferences is unique. Through storytelling and soundtrack, we at Senco Gold and Diamonds look forward to making a statement about the importance of acceptance and belonging,” Joita Sen, director and head of marketing and design, Senco Gold Limited, said.