Senco Gold and Diamonds, a leading jewelry retail chain in India, has partnered with Indian drag queen, singer, and actor Sushant Divgikar to release an anthem titled ‘Pehchaan’ in support of the LGBTQ+ community during Pride Month. The song serves as a profound reflection and intimate exploration of Sushant’s life and identity.
Through ‘Pehchaan’, Sushant boldly expresses their self-identity and embraces themselves without reservation. The two-and-a-half-minute video encapsulates a mix of emotions— a call to action, a heartfelt reflection, and a celebration of their vibrant personality. The lyrics pay homage to the inner strength that empowers individuals to step out of the shadows and proudly embrace their authentic selves.
Joita Sen, Director and Head of Marketing and Design at Senco Gold, emphasizes the campaign’s message of unity and advocacy through music. She explains that ‘Pehchaan’ aims to highlight the unique journey of self-discovery in terms of gender, sexual orientation, and personal preferences. The campaign uses compelling storytelling and a vibrant soundtrack to underscore the importance of acceptance and inclusion.
