Jewellery brand Reliance Jewels will complete 14 years this month. To celebrate this special occasion every year, they launch an exclusive range of Diamond and Gold jewellery called Aabhar — a collection designed to express gratitude towards its customers, employees, and artisans who have been a part of their journey for more than a decade.
Each year, the Aabhar collection features a distinct theme. This year, it’s been weaved together by taking inspiration from the art technique of Tarakasi — a silver filigree art form from Cuttack and the art forms of Macramé and Crochet— thread art that uses knotting and knitting to create beautiful designs and patterns.
Since it takes inspiration from the intricate thread art, Scarecrow conceptualised #RishtonKaDhaga to celebrate the connection the brand has formed with its artisans and customers over the years.
The campaign kicked off with a heart-warming film that pays tribute to the thread that has connected artisans from across the country with Reliance Jewels and Reliance Jewels with its customers. It’s a thread that weaves love, trust and belief in a beautiful relationship.
The film features the heart-warming voice of Rajendra Gupta — an Indian film, television and theatre actor known for his role in movies such as Lagaan, Tanu Weds Manu and series like Chidiya Ghar, Balika Vadhu among others. The film has been shot by adman, photographer and ad film director Prashant Godbole and the music for the same is composed by music composer Aman Pant.
The print campaign is shot by photographers Jitu Kapadia and Kinnari Sanghavi using macramé as the main inspiration for the jewellery. The campaign is brought to life through various mediums, including film, print, outdoors, in-store and digital.
Manish Bhatt, Founder-Director, Scarecrow M&C Saatchi, said, “The launch of Aabhar is special to everyone at Scarecrow. The entire process of exploring different art forms, its origin, its intricacies, its delicateness and bringing it to life using poetry, photography, music, and cinematography in one campaign is quite a memorable one.”
Sunil Nayak, CEO Reliance Jewels, said, “We are what we are because of our customers, our employees and our artisans. And we won’t miss a single opportunity to express our gratitude towards them. Through this campaign we want to thank everyone for the love, trust and belief they have bestowed upon us all these years.”
Agency: Scarecrow M&C Saatchi
Creative team: Manish Bhatt, Raghu Bhat, Kapil Tammal, Sakhi Shah, Yuvraj Gorule, Kunal Parkar, Rohit Khedkar, Antara Shinde, Hrishikesh Bhayani, Krupa Mehta, Yamini Gujaran, Sayali Wadke, Sandeep Kamble, Tanmay Raul, Mayuri Patil.
Account management: Mangesh Mulajkar, Shamima Pereira, Vinav Nair, Saloni Kadam.
Studio: Subhash Gade, Mangesh Kasekar, Vikram Dalvi, Sandesh Rane
Client team: Sunil Nayak, Anup Kondakundi, Rohan Patankar, Shilpa Ullattuthodiyil, Tanishka Sharma, Sachi Sharma, Shaswat Doctor, Chetan Prabhu
Photographers: Jeetu Kapadia & Kinnari Sanghavi (Jeetu & Kinnari)
Image Retouching: Kinnari Sanghavi & Sachin Misal
Product styled by: Shamika Malegaonkar
Sound studio: Chirping Birds
Narrator: Rajendra Gupta
Music Composer: Aman Pant
Voiceover: Tarun Ratnani
Vocals: Paroma Dasgupta
Sarangi player: Dilshad Khan
Slide guitarist: Amritanshu
Recorded by Vishal Shinde
Mixed by: Ninad Lad
Director/ Producer: Prashant Godbole
Assistant Director: Arya Wadwalkar
Executive producer: Jitendra Kulkarni
Model: Riyaa Sharma
Hair and Makeup: Satish Bhavsar & Aarti Pardeshi
Costume stylist: Manasi Attard
Art Director: Eknath Kadam
Casting Director: TOABH
Crochet Artist: Sara Morbiwala & Ashwini Karandikar
Macrame Artist: Sana Shaikh & Ritika Gada