The jewelry brand Reliance Jewels turns 14 this month. To celebrate this special occasion, each year they launch an exclusive selection of diamond and gold jewelry called Aabhar – a collection designed to please their customers, employees and artisans who have been part of their journey for more than a decade to express their gratitude.
Every year the Aabhar collection has a specific theme. This year, inspired by the art technique of Tarakasi – a silver filigree art form of cutack and the art forms of macrame and crochet – it was woven – thread art that uses knotting and knitting to create beautiful designs and patterns.
Taking inspiration from the intricate thread art, Scarecrow conceived #RishtonKaDhaga to celebrate the bond the brand has built with its artisans and customers over the years.
The campaign began with a heartwarming film that pays tribute to the thread that connects artisans from across the country with Reliance Jewels and Reliance Jewels with their customers. It is a thread that weaves love, trust and belief in a beautiful relationship.
The film features the heartwarming voice of Rajendra Gupta – an Indian film, television and theater actor known for his role in films such as Lagaan, Tanu Weds Manu and series such as Chidiya Ghar, Balika Vadhu and others. The film was shot by advertiser, photographer and commercial director Prashant Godbole and the music for it was composed by music composer Aman Pant.
The print campaign was shot by photographers Jitu Kapadia and Kinnari Sanghavi, with macrame as the main inspiration for the jewelry. The campaign is brought to life through a variety of media including film, print, outdoor, in-store and digital.
Manish Bhatt, Founder and Director of Scarecrow M&C Saatchi, said, “The introduction of Aabhar is special for everyone at Scarecrow. The whole process of exploring different art forms, their origins, their subtleties, their subtleties and bringing them to life with poetry, photography, music and cinematography in a campaign is an unforgettable one. “
Sunil Nayak, CEO of Reliance Jewels, said, “We are what we are because of our customers, our employees and our craftsmen. And we will not miss an opportunity to express our gratitude to them. With this campaign we would like to thank everyone for the love, trust and faith they have shown us over the 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
Customer team: Sunil Nayak, Anup Kondakundi, Rohan Patankar, Shilpa Ullattuthodiyil, Tanishka Sharma, Sachi Sharma, Shaswat Doctor, Chetan Prabhu
Photographers: Jeetu Kapadia & Kinnari Sanghavi (Jeetu & Kinnari)
Retouching: Kinnari Sanghavi & Sachin Misal
Product styled by: Shamika Malegaonkar
Recording studio: twittering of birds
Speaker: Rajendra Gupta
Music composer: Aman Pant
Speaker: Tarun Ratnani
Singing: Paroma Dasgupta
Sarangi player: Dilshad Khan
Slide guitarist: Amritanshu
Recorded by Vishal Shinde
Mixed by: Ninad Lad
Director / Producer: Prashant Godbole
Assistant director: Arya Wadwalkar
Executive producer: Jitendra Kulkarni
Model: Riyaa Sharma
Hair and make-up: 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