I wear diamond-gold jewellery during puja : Rituparna

"It is a very interesting trend which had been going for many years in Hollywood," Rituparna, who has back-to-back releases lined up, told IBNS here.

"Now the same trend has come up in Bengal where the consumer segment also been witnessing sea changes in recent times and innovation becoming the buzz word," she said at a promotional event of the film where she shared screen space with seasoned female stars Rupa Ganguly and Indrani Halder.

   As a result reputed national and local brands are becoming costume and jewellery partners of the Bengali films and different genres and unveiling their new range of products," the Belaseshe actor said at the rolling out of the exclusive line of designer gold jewellery Troyee for the film.         

Pointing out such campaigns are now tailored for all age-group of Bengalees, instead of narrowed down to a segment, she says, "Like costumes, jewelleries and accessories, different genre Bengali films are also now having wider appeal for a cross section of audience, and not solely Gen Next, the backbone of society."

From Goynar Baksho to Ramdhanu and now Aro Ekbar and others lots of Bengali films had been part of theme promotions with the launch of title range jewellery products worn by women.

Rituparna, whose Rajkahini will also be released this puja, described herself as a 'diamond and jewellery person" who will flaunt elaborately designed next and ear pieces during Mahastami and Mahanabami days of Puja.

"Insterestingly Aro Ekbar has also a strong woman connection with the protagonists all being women and the film talking about bonding as well as the writer of the story being a lady," she said.

"As I consider diamond a woman's best friend and remembering a Bengali woman's love for anything gold, I will be donning sleek but artistically crafted diamond and gold crafted ring and ear pieces including the ones with third eye embossed on it during the Puja days," she said.