Reliance Jewels pays poetic tribute to Bengal's craft, culture, and creativity

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

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Reliance Jewels pays poetic tribute to Bengal's craft, culture, and creativity

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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.”

Swarn Banga collection film:

Credit List:

Title : Swarn Banga – A poetic Tribute to Bengal

Creative Agency: Scarecrow M&C Saatchi

Creative Team: Manish Bhatt, Raghu Bhat, Kapil Tammal, Kunal Parkar, Lalit Sakurkar, Yuvraj Gorule, Pranay Roy, Abhijit Kalan, Uttam Kumar, Krupa Mehta, Kalpita Powale, Yamini Rehal, Akansha Sarkar, Doremi Chatterjee, Narendra Naik, Simran Tandon, Shreya Kshirsagar, Sakshi Udhwani, Varun Shah, Vaishnavi Mandavkar

Account Management: Mangesh Mulajkar, Baishali Bhattacharya,

Kruti Pandya, Saneh Kurian, Ravina Redkar

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

Creative Interns: Arunoday Thakur, Soumyanshu Ghosh, Karan Dhanesh, Kamakshi Jaulkar, Bhavi Baid, Aayushi Gupta, Samiksha Dangra, Aashna Gupta, Shreyas Koli and Neer Mota

Team Reliance Jewels: Sunil Nayak, Priyanka Thapa, Rohan Patankar, Shaswat Doctor, Prajith Nair, Dipali Sable, Abhishek Ranjan

Film Production:

Production House:

Jiboom Studios

Director/DOP:

Sudeep Chatterjee ISC

Producer:

Kanchan Kalra

Music Composer / Music Director / Music Producer:

Debojyoti Mishra

Bengali Poetry:

Srijato

Hindi Poetry:

Manish Bhatt

Baul Verse:

Debojyoti Mishra

Recitation (Bengali):

Anirban Bhattacharya

Recitation (Hindi):

Mohd Yasir Itikhar

Editor:

Tathagata Basu

Production Designer:

Tapan Kumar Seth

Choreographer:

Vittal Patil

Director’s Assistant:

Rituja Jayant, Namya Patel

Associate Cinematographer:

Shyam Shukla

Operative Cameraman:

Piyush Ghosh, Animesh Ghorui

Executive Producer:

Pritha Nandini Sen

Creative Producer:

Moumita Chatterjee

Local 1st AD: Shaket Banerjee

Bombay 1st AD: Shikhar Shrivastava

Assistant Cinematographer:

Deependu Bhattacharya

Costume Stylist:

Aasia Abbas

HMU Designer:

Danica Drego

Model:

Sneha Bose

Local 2nd AD: Pavel Midya

Bombay 2nd AD: Priyansh Gabra

Local 3rd AD: Moutusi Mitra

Bombay Intern AD: Yash, Ishaan Chatterjee

Line Production: Golden Creeper Pictures

Production Controller: Bachchu Ghosh

Production Manager: Priyanjana Chaudhuri, Dibyajyoti Gain

Production Supervisor: Natasha Singh, Bhola Chaudhuri

Production Coordinator: Gayatri Purohit

Production Accountant: Archana Vora

Production Assistant: Sanjay Das

Local Manager for Bishnupur: Kartik

Audio Production:

Singer: Mekhla Dasgupta

Baul Singer: Debojyoti Mishra

End FVO (Bengali): Proshia Sen

End FVO (Hindi): Vibha Saraf

Choir:

Shalini Mukherjee

Upasana Sanyal

Somdutta Chakrabarty

Arunima Banik

Film Post Production: Black and White VFX Studios

Post Head: Mukesh Choudhary

Post Producer: Dikshant Singh Kamboj

Online Editor: Abhishek Manjrekar

Colourist: Hany Halim Ahmed

Special Thanks:

Pankaj Kumar & Avinash Arun

Print Production:

Model Shoot:

Production House: Prasad Naik Films

Photographer: Prasad Naik

Photo Asst: Amit & Mayank

Stylist: Aasia

Makeup Artist: Brendon Degee

Models: Chandni & Ritvikka

Producer: Sanjay Bhatia

Production Head: Sanjay Bhatia

Product Shoot:

Production: Proshots

Producer: Jeetu Kapadia & Kinnari Sanghavi

Photographer: Jeetu Kapadia & Kinnari Sanghavi

Product Stylist: Kinnari Sanghavi

Production Manager: Santosh Gupta

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creativity Reliance Jewels Culture tribute Bengal's craft Swarn Banga collection M&C Saatchi Sunil Nayak Manish Bhat
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