In its new campaign, Senco Gold & Diamonds, the jewellery brand from Calcutta, puts a different lens on craftsmanship. Karigari finds its significance and relevance through the stories of four different women from four different parts of the country - Women who find a reflection of their identity in the jewellery they choose to wear. Real, everyday women. With real stories. It is set to play up the fact that women, the karigars of life, are as unique as the pieces of adornment they choose for themselves.
The multi-faceted and multi-talented Vidya Balan, has masterfully essayed these diverse characters. Mr. Suresh Triveni - the celebrated Director of Tumhari Sulu, teams up with Vidya and the crew that created Sulu, to tell these stories and bring it alive in his characteristic style.
Each of the four films narrates the way a woman finds herself, her life and her identity intertwined with the piece of jewellery that she wears. It traces the story of a Bengali woman who discovers that the time taking art of Filigree is similar to the time and patience that she needs to invest in making a relationship blossom. How she enjoys perfecting the relationship just like a karigar enjoys perfecting filigree work for a set of bangles. The second story is told in the modest voice of a housewife in Delhi. She acknowledges the importance of little indulgences and discovers her dazzle in the karigari of diamonds. The third story finds its protagonist in a South Indian woman. Someone who discovers that karigari can combine traditional values and modern outlook just the way she has never lost touch of her roots. And the last film helps a cosmopolitan modern working woman, who believes in simplicity, find her match in the minimalistic and intricate karigari of lightweight jewellery.