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What went behind Scarecrow M&C Saatchi’s campaign for Reliance Jewel’s ‘Rannkaar’ project

The campaign aims to celebrate and showcase the beauty of Kutch culture by putting the brand’s jewellery, which is inspired by the local art, as the centrepiece of the film

Click on the Image to watch the TVC.

Reliance Jewels recently unveiled its new collection ‘Rannkaar’, for Akshaya Tritiya, inspired by the craftsmanship of artisans from the Rann of Kutch. The campaign designed by Scarecrow M&C Saatchi for the new collection has also been appreciated by the public. 

The campaign aims at capturing the essence of the craftsmanship of the region, its tradition and its colours. 

Speaking about the making of the film, Manish Bhatt, Founder and CEO of M&C Saatchi, said that for this campaign they kept the product as the focus of the film. 

“The film is an ideal communication involving all the aspects of filmmaking from cinematography, music, sound design etc. Usually, the communication in the jewellery category relies on emotional appeal, relying on a storyline wherein the product ends up being an object that is showcased in the last few seconds of the campaign. Here, the product is the focus of the film from the start to the end. Very rarely in advertising, the product ends up being the hero of the film, so this was exciting for us,” Bhatt said. 

According to Bhatt, one of the challenges was to make the film relatable to the masses even though it focuses on the very local culture of the Rann of Kutch. The marketing team at Reliance Jewels and the teams at M&C Saatchi travelled to the Rann of Kutch, to study the local culture and people. They decided to add a small 30-second storyline for the film where a woman is travelling across Kutch. The film subtly captures the artwork of the different tribes of the region and showcases the jewellery inspired by their art. 

He said there are more than 30 tribes in the region, and each one of them is involved in making different crafts, and they tried to inculcate all of them in the film. 

The background score has also been penned by Bhatt, along with people like Rajat Dholakia, Sagar Goswami, and Aditya Ghadvi. It has been sung by Gujarati and Kutchi folk singers and composed by Bishwadeep Chatterjee. 

The Rannkaar collection is an addition to the list of Reliance Jewel’s collections based on regional heritage. Prior to Rannkaar, the brand had launched ‘Apurvam’-inspired by Hampi. ‘Utkala’- inspired by patterns and designs that embody Odisha art, tradition and culture in 2020. They then launched ‘Kaasyam’- inspired by the art and culture of Banaras, in 2021. The campaigns for these collections were also designed by Scarecrow M&C Saatchi. 

Utkala and Kayam : 

Bhatt added that since two campaigns were already out there for the previous collections, this campaign had not only to live up to the expectations but exceed them. 

According to Sunil Nayak, CEO, Reliance Jewels, the process of designing the jewellery as well as filming was difficult. “We started with baby steps, there was a lot of learning that we have gone through and we are confident now that we can handle this now and take care of the sensitivities of various stakeholders. We want to communicate that it is a national brand with regional connections. We have covered different states and different regions. As far as the jewellery showcasing some cultures is concerned, it’s not like the people from other cultures won’t wear it.” 

He further said these exercises are a part of building their brands and they want to connect with the consumer for a long period of time. He added that the research and development for the next collection have already started which the brand hopes to launch by Dhanteras. 

“The kind of time we have spent, in terms of returns, will not translate well. However, this is passion, and if we can emotionally connect with the consumers, they will surely come to us the next time. The mandate from the brand is to build the brand with a lot of effort, not just by using tactical approaches. The category is very emotional so we are consciously taking the longer route,” he added. 

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