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Reliance Jewels’ festive collection ‘Utkala’ is an ode to Odisha's art and architectural history

Conceptualised by Scarecrow M&C Saatchi, the campaign features traditional elements and cultural shades of Odisha and is an attempt by Reliance Jewels to exhibit Odisha and its distinctive customs. The agency also wrote a Sanskrit shloka for this campaign

Click on the Image to watch the TVC.

Reliance Jewels’ new festive collection ‘Utkala’ — Where Beauty Rises, is inspired from Odisha's rich art and architectural history and is an ode to the land where not just the sun, even beauty rises. Inspired from some of the greatest marvels of Odisha's architecture like the Konark Sun Temple, Jagannath Puri Temple and the Mukteshwar Temple, and some of the most beautiful art and cultural forms like Boita Bandana, Pattachitra, and Seenthi, the collection name is also derived from Odisha's ancient name, Utkal.

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From choker sets to short necklaces to long intricate and elegant necklace sets, there is an array to suit various occasions and budgets. The designs in gold collection are crafted in 22kt gold and include exquisite jewellery with antique and yellow gold finishes as well as intricate filigree style jewellery in yellow gold and antique finishes. The diamond sets crafted in 18kt gold is perfect for your festive as well as contemporary looks.

Odisha is known as the home of the sun, and its ancient name is Utkala. It's also a land where for thousands of years, the world has witnessed the rise of art. The angle has been added that Utkala is also the land where not just art or the sun, but even beauty rises.

This forms the central idea behind the campaign.

"Yatra udayate ramyata

Tatra utkrushyate kala

Utkala Utkala Utkala Utkala"

Scarecrow M&C Saatchi wrote this first-of-its-kind Sanskrit shloka for this campaign. This has a very ethereal and elegant vibe to it and beautifully captured the poetic expression of the idea, 'Where beauty rises'.

Utkala Collection is a true confluence of the distinctive motifs, patterns and designs that embody the state’s art, tradition and culture to perfection that is beautifully captured in this film. The film gives us a beautiful tour into the rich culture of Odisha accompanied by glimpses of Odissi music and dance. The video makes one walk into uniquely designed jewellery inspired by the iconic Konark Sun temple art, Mukteshwar temple art, Puri Jagannath temple art, Seenthi dance art, Boita Bandhana maritime heritage and the exotic Pattachitra picture art wherein two sisters are immersed in embellishing themselves with the Utkala Collection.

Conceptualised by Scarecrow M&C Saatchi, the film features stunning traditional elements and cultural shades of Odisha and is an attempt by Reliance Jewels to exhibit Odisha and its distinctive customs. The film has been shot by Bosco Bhandarkar, cinematography helmed by Vikash Nowlakha, and produced by Jungle Films. The voice-over is done by actress Manasi Scott.

The campaign consists of a stunning print shots of the jewellery on models as well as beautiful concept shots by photographer Umesh Aher, which is juxtaposed against beautiful illustrated Backdrops of the rich inspiration by renowned illustrators such as Deelip Khomane, Anant Nanvare, and Sachin Ghanekar.

The music for the campaign is composed by Aman Pant with guitar played by musician Rhythm Shaw, sitar by Purbayan Chatterjee and the rhythm and percussions performed by Sanket Naik.

The soulful track has been sung by Vibha Saraf and Madhubanti Bagchi.

Even the logo of the Utkala collection is thoughtfully derived from the art heritage of Orissa.

A lot of on-ground and digital engagements are planned around the launch along with innovative outdoor and print ads. 

Sunil Nayak, CEO, Reliance Jewels, said, "Jewellery communication as a category has become a very seen-it-before kind of imagery. With this campaign, we are looking to break that format and transform the communication into a completely new zone that is quite refreshing to watch and experience for our patrons. And the fact that this unique jewellery collection itself is inspired from such a strong and rich heritage story of Odisha makes it all the more memorable. We, at Reliance Jewels, want to celebrate the rich heritage and the culture of Odisha and hence have attempted to showcase the best of Odisha with Utkala Collection. Offering this collection ahead of the upcoming festivals and the auspicious festival of Dhanteras makes it even more special, and we look forward to it being adorned by our patrons to look their best, and be eternally cherished.”

Manish Bhatt, Founder Director, Scarecrow M&C Saatchi, added, “It is rare for a brand to give the creative agency an opportunity to explore the rich art heritage of India, its culture, ancient art history, ancient languages like Sanskrit, art forms, and ancient architecture through animation, photography, graphic design, poetry, miniature prop making, and cinematography in one campaign. It is a rare opportunity for Scarecrow and we thoroughly enjoyed detailing the entire campaign where the communication is as intricate as the collection.”

The campaign is live across all media including brand's social media channels, outdoor, print and on-ground.

The Film:

Logo making video:


Agency: Scarecrow M&C Saatchi

Creative Team: Manish Bhatt, Raghu Bhat, Kapil Tammal, Sakhi Shah, Yuvraj Gorule, Vaishakh Jhunjhunwala, Kunal Parkar, Lalit Sakurkar, Antara Shinde, Yamini Gujaran, Shumnima Rai, Aman Sharma, Nirali Rathod, Sayali Wadke, Sandeep Kamble, Mrittika Chaki.

Account Management: Mangesh Mulajkar, Shamima Pereira, Vinav Nair

Studio: Subhash Gade, Mangesh Kasekar, Vikram Dalvi, Sandesh Rane

Client Team: Reliance Jewels

Sunil Nayak, Anup Kondakundi, Rohan Patankar, Tanishka Sharma, Shilpa Ullattuthodiyil, Suryakiran P., Anshu Jain, Lavanya. S. Kumar

Illustrations Credits:

Deelip Khomane, Anant Nanvare, Sachin Ghaneka

Still Shoot Credits:

Photographer: Umesh Aher

Production House: Inega Talent & Production Pvt. Ltd.

Fashion Stylist: Divyak D’Souza

Make Up & Hair: Elton Fernandez

Producer: Ameya Damle

Product Stylist: Shamika Malegaonkar

Models: Sheryl Bennett & Perrie Kapernaros (Anima Creative Management Pvt. Ltd)

Music credits:

Music Composer: Aman pant

Bass guitarist: Rhythm Shaw

Rhythm: Sanket Naik

Sitar: Purbayan Chatterjee

Singers: Madhubanti Bagchi and Vibha Saraf

Mixed by: Bashab Bhattacharjee

Recorded by Vishal shinde

Studio: Chirping Birds

Lyrics: Manish Bhatt

Lyrics Sanskrit Corrections : Vandana Mujajkar

Film Production:

Production House: Jungle Films

Director: Bosco Bhandarkar

Producer: Varun Mohta

Cinematography: Vikash Nowlakha

Stylist: Isha Ahluwalia

Production Design: Avyakta Kapur

Miniatures & Key Props: Mario D'Souza

Hair and Makeup: Laila

Associate Producer: Parthiva Nag

Line Producer: Varun & Grasshopper (Rama and James)

Production Manager (Bombay):  Prathmesh Sukhani

Production Managers (Goa): Rama Naik & Rupesh Asnodkar

Casting Director: Tia Khanna

DA: Shweta Das

Chief AD: Abhishek Roy Sanyal

2nd AD: Karan Khosla

1st AC: Srinivas Achary

Focus Puller: Bhupesh Shukla

Gaffer: Atish Gaikwad

Key Grip: Satish Kumar

Lighting: Light N Light

Camera: Copterbois

Lenses: Nelson Mitchell

Grips: Goa Talkies

Offline Editor: Saif Azmi

Online Editor: Sanjay Malhi @ Sallys

Online Associate: Ruvil Ingle

VFX: Pramod Athor @ Sallys

Colourist: Vineesh Vijayan @ Nube

Post Production Supervisor: Sachin Amberkar

Post Production Assistant: Rahul Pawar


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