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Reliance Jewels launches #RishtonKaDhaga campaign for this year’s Aabhar collection

This year the theme has been inspired from the art technique of Tarakasi. The campaign has been conceptualised by Scarecrow M&C Saatchi

Click on the Image to watch the TVC.

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.

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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

Print production:

Photographers: Jeetu Kapadia & Kinnari Sanghavi (Jeetu & Kinnari)

Image Retouching: Kinnari Sanghavi & Sachin Misal 

Product styled by: Shamika Malegaonkar

Music credits

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

Film production:

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

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