On August 15 2017, jewellery brand Reliance Jewels will complete its decade-long run and is all set to celebrate the occasion. With Rakshabandhan approaching, the brand has come up with its first video, #ReshmaThakursMemorableMoment, with the tagline ‘10 saal. Unginnat pal. Har pal anmol’.
Taking an emotional route, the brand has captured special moments from the lives of its customers.
Conceptualised by Kaleido Communications, the film opens with a sister who is tying a rakhi on her brother’s wrist and in return gets a pair of earrings. The girl is hesitant to accept the gift. The brother seems annoyed and goes near a wall and stares at the photograph of the girl’s own brother who lost his life for the country. The sister then appears wearing the gifted earrings. The video beautifully captures the bond between this sister and brother who has never let her feel the absence of her real brother.
Speaking about the campaign, Sunil Nayak, CEO, Reliance Jewels, said, “Through this film, we at Reliance Jewels want to acknowledge the countless moments close to our customers hearts. We aim at celebrating the beauty of those countless unique moments on our 10th anniversary. We are truly looking forward to tapping into the pulse of the population with our new campaign.”
Kumar Ganesan, Executive Director, Kaleido Communications, added, "The highlight of this campaign are the stories and in their story telling. We have spared no efforts in ensuring that they bring out the moments in the occasions. From the cast to art, music and finer production values, every film speaks for itself.”
Be the moment
Two years back, the brand had rolled out a campaign ‘Be the moment’, urging viewers to celebrate moments like an occasion and then waiting for the occasion to celebrate life. The concept of ‘Be the moment’ is taken forward with this latest campaign by sharing the beautiful memories of its customers in the last 10 years.
Speaking about the idea behind the campaign, Ganesan, stated, “The brief was to take the core brand thought ‘Be the moment’ to the next step by leveraging the 10th anniversary as the perfect occasion to create an emotional impact with our TG. It included existing customers, internal team, vendors, staff as well as new people who are yet to have a relation with us.”
An emotional route
On taking an emotional route, Ganesan said, “Jewellery by nature is a high involvement product and for buying it’s more emotional than rational. The fact that being 10 years in the industry meant we had touched lives of people in many ways by being an intrinsic part of their moments. Our journey of 10 years is nothing but a collection of infinite moments that occurred over years, all of which are priceless stories.”
The brand chose to launch a campaign in a simple yet beautiful way.
“The premise of every film reveals a moment that makes an occasion special be it Rakshabandhan, birth of a new born, a proposal and so on. Our campaign gives a social message which is nuanced and not over the top as it resonates with our brand's tone of voice and depicts our customer’s personalities,” concluded Ganesan.
The film is launched across digital platforms such as Youtube, Facebook and Instagram.
Agency: Kaleido Communications Pvt Ltd
Client: Reliance Jewels
Production House: RedArrow Productions
Director: Pooja Khemani
Producer: Sanjeev Singh