In a landmark collaboration bridging the cultural heart of India with its central commercial hub, Senco Gold & Diamonds joined forces as the official Associate Partner for the Nagpur Edition of The Indian Carnival. Held on the 14th and 15th of March at the iconic Telankhedi Gardens, the festival redefined the live entertainment landscape, attracting over 15,000 attendees from across the Vidarbha region. The partnership with Senco Gold & Diamonds underscored the festival’s mission to promote cross-cultural awareness and, as a major driver for regional engagement, the carnival provided a high-impact platform to showcase the spirit of Indian heritage alongside modern-day entertainment.
This spirit of heritage is deeply ingrained in Senco Gold & Diamonds, a brand owned by Senco Gold Limited with a legacy spanning over 85 years. Originally incorporated as Senco Gold Private Limited on August 22, 1994, in Kolkata, the company evolved to meet the growing demands of the jewellery business, converting to a public limited company in August 2007. This growth was steered by the vision of Founder Chairman, the Late Shri Shankar Sen, who brought over three decades of industry experience to the firm. Today, the leadership continues under Chairperson Ranjana Sen and Managing Director and CEO Suvankar Sen, whose strategic direction led to the company’s listing on the NSE and BSE in July 2023, reaching a turnover of 4,000 Cr in FY2023.
The festival’s sonic identity was anchored by a diverse roster of over ten elite performers, each delivering career-defining sets that kept the crowd electrified across the two-day event. The programming successfully redefined the regional entertainment landscape by merging high-octane music, dance, comedy and magic into a single, high-impact platform.
- Amaal Mallik: As a premier Bollywood powerhouse and stalwart of the industry, Mallik anchored the festival with a masterful headlining performance. His set captivated the audience by seamlessly blending his massive cinematic anthems with his unique, soulful independent musical flair.
- Sanju Rathod: Solidifying his status as a regional pop-fusion icon and a cultural hero for the modern youth, Rathod delivered a high-energy set that resonated deeply with the massive crowd. His performance featured the viral hits that have made him a household name across the Vidarbha region.
- Awez Darbar: Known for his infectious and viral energy, Darbar brought the house down by transforming the venue into an interactive dance floor. He engaged the 15,000-strong audience with his electric stage presence, signature crowd work and famous hook steps.
- The Hip-Hop Pulse: The stage featured a revolutionary and bold take on the genre led by MC Altaf and 7 Bantaiz. Their performance provided a raw, urban edge to the festival, proving the growing appeal of hip-hop within the regional demographic.
- Soulful Melodies & Mashup Charisma: Complementing the high-octane acts, Akanksha Sethi added layers of soulful melodies. Her performance blended vocal precision with a unique mashup charisma that resonated with the diverse demographic of students, families and young professionals in attendance
The synergy between the festival and Senco Gold & Diamonds is further highlighted through a shared dedication to “Karigari,” or craftsmanship. Senco’s strength lies in the intricate designs created by experienced Bengali karigars, who are renowned for their finesse in filigree, meenakari, and nakshi workmanship. This focus on artistic excellence was mirrored in the festival’s world-class production, which featured massive LED displays and imported pyrotechnics. Under the creative leadership of Joita Sen, Director and Head of Marketing & Design, Senco has pioneered design innovation, mirroring the festival’s commitment to setting new standards for Tier 2 cities.
In line with the vision of sustainable and impactful experiences, the event prioritized seamless logistics, hydration stations, and sustainable waste management. This matches Senco’s own “Phy-gital” model and omni-channel philosophy, which utilizes technology, mobile applications, and chatbots to ensure a seamless customer experience across its 185+ showrooms in 19 states. Beyond the music, the carnival acted as a catalyst for the “Vocal for Local” program, hosting over 100 local vendors. The presence of 100+ influencers and creators ensured the event trended nationwide, bridging the gap between digital engagement and on-ground cultural experiences. As noted during the event, partnering with a brand of such grand history and legacy allows for the cultivation of art and live performance for a new generation.