Reliance Jewels, renowned for its exquisite jewellery collections, has launched the "Swarn Banga" collection, celebrating the craft, culture, and creativity of Bengal.
The journey began with "Apurvam," a collection that whispered the enchanting tales of Hampi. Following this, "Utkala" paid homage to the art heritage of Odisha, while "Kaasyam" drew inspiration from the divinity of Benaras.
"Rannkaar" unveiled the Karigari of the Kutch desert, and "Mahalaya" showcased the royal heritage of Maharashtra. Next in line came "Thanjavur," an ode to the mystical kingdom adorned with spellbinding art and Dravidian architecture.
The Swarn Banga collection draws its creative inspiration from Bengal’s vibrant cultural heritage.
The collection from Reliance Jewels pays a tribute to the land’s rich poetic heritage.
Swarn Banga doesn't just capture poetry; it captures the beauty of Shantiniketan and the vibrant spirit of Durga Puja. Each piece of jewellery carries the devotion and festivity that fills the air during this grand celebration. Just like the intricate terracotta sculptures, the designs narrate the timeless tales of the poetic land.
In the heart of Bengal, where music and poetry dance as one, Scarecrow M&C Saatchi has partnered with various artists.
Together, Mishra's melodies and Srijato's verses create a harmonious jugalbandi that beautifully portrays Bengal's cultural richness through its music and poetry.
The verses in Hindi, adding another layer of beauty, are penned by Manish Bhatt, co-founder of Scarecrow M&C Saatchi.
The Swarn Banga film, brought to life by Team Scarecrow M&C Saatchi tells a tale of a woman named Swarn Banga embarking on a treasure hunt. As she explores the Terracotta temples of Bishnupur, Upasana Griha in Shantiniketan, and Durga Puja celebration, she stumbles upon hidden romantic verses penned by her lover.
The 3-minute and 18-second film is directed and cinematographed by Sudeep Chatterjee.
The Print Campaign has been shot by Prasad Naik. His work includes covers and fashion editorials for Vogue, GQ, Harper’s Bazaar, Wallpaper, Elle and L’officiel as well as campaigns for Vogue EyeWear, PH Purses, L’oreal, Swiss International Airlines, Ravissant, Nivea, Dove, Killer Jeans, Pantene, Panasonic, Sony, Samsung and many more. He has also been awarded Photographer of the Year at the Vogue Beauty Awards 2013.
Manish Bhatt, Founder Director, Scarecrow M&C Saatchi, said, “In this era of moment marketing, I can't recall any brand embarking on a sustained series of an elaborate 360-degree campaign, including exceptionally comprehensive films. We've created 6 campaigns in this series over a 4-year period. It truly is a golden opportunity for Scarecrow to work on the 6th ad in the series with consistency. Especially in a culture that not only boasts a rich legacy but also, in contemporary times, stands as one of the most artistic and creative cultures in India, which empowers women. Poetic in its true essence.”
Sunil Nayak, CEO, Reliance Jewels, said, “Bengal, with its vibrant artistic legacy, holds a special place in India’s art and craft history. And this eighth collection in our series of jewellery inspired by different regions of India is a testament to our commitment to celebrating the rich culture and traditions of our nation. The Swarn Banga collection, with its timeless design, intricate workmanship, and grace, is sure to be adored by our customers for years to come.”
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