The brand’s insight is that more often than not women as better halves are more mature, forgiving, affectionate, courageous and practical and more stronger than men. Based on this, Scarecrow M&C Saatchi have created two films for Reliance Jewels that will be launched around Valentine's Day. The brand aims to redefine love, relationships and the power dynamics between a couple, in today’s times where equal sharing of responsibility and resources is the norm.
The campaign titled ‘Not better half but your stronger half’, aims to recognise how women as better halves are not just your partner but an equal force of unwavering support and resilience. And this strength lies not only in nurturing families, but also in pursuing dreams, overcoming challenges and leading with grace, especially when their men are vulnerable to circumstances and can be fallible.
The campaign conceptualized by Scarecrow M&C Saatchi tells the story of 2 different couples through candid moments. One of the films showcases how a husband excitedly packing for a jungle safari gets scared at the mere sight of a lizard. While in the other, the husband is mortified by the nocturnal eerie sounds he hears in his dimly lit home while lighting a candle for an intimate dinner. To this the wives mock their men by calling them “Fattu” (a hindi slang for one who is timid or lacking courage). To which the men retort with a shrug and admit that they are not scared as they are in the presence of their ‘better’ ‘stronger half’. And surprise her with a Valentine’s day gift - a pendant or a ring, part of the collection launched by Reliance Jewels for the occasion this year.
The brand has also planned for activations for the lucky couples who will walk into the Reliance Jewels stores during this period.
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