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Tag: Reliance Jewels

  • Consistence in communication is key for a brand, writes Sanjeev Kotnala

    How Scarecrow is winning it for Reliance Jewels

     

     

     

    Sanjeev KotnalaBy Sanjeev Kotnala

     

    Reliance Jewels- Scarecrow M&C Saatchi – consistency in communication 

    The brand building says that once a brand finds its unique appeal and develops a unique or easily associated and recognisable communication style, it should be consistent. And, if possible, frequently surprise the audience with a different interpretation of the same, evolving with the consumers’ needs and changing ecosystem. Ariel – Share the Load is a case in point. The brand concept has evolved with time, retaining the basic parameters and testing the coordinated repeatedly. It has been consistent, and the thought is strongly associated with the brand. Ariel’s latest communication remains rooted in the thought and has moved from being asked to share the load to an expression of new coordinates of self-realisation. Make My Trip, Frooti, and Dream11 are some other brands consistent with their communication approach and language. Another brand that has been hugely consistent with its approach and communication style has been Reliance Jewels, and Scarecrow M&C Saatchi has been creating some unique communication language for them.

     

    Reliance Jewel Akshaya Tritiya

    In the recent Akshaya Tritiya communication, the brand captured the more than 1000 years old history of Thanjavur’s art & architecture. Thanjavur – a mystical Kingdom and the cultural capital of spellbinding art and Dravidian architecture. Watch the Tamil version here.

    This is not the first time the jewel brand ( Reliance ) and the agency has based the collection and the communication on Indian traditions, culture, dance forms and heritage.

    A note from the agency updates that the inspiration behind Thanjavur is its intricately carved stones of the temples, the excellent craftsmanship of Poompuhar ships, the artistic traditions of Bommai Dolls, and the vibrant interiors of Thanjavur Darbar Hall. The reliance Jewels Akshaya Tritiya Thanjavur collection reflects and pays tribute to nuances of this craftsmanship from the artisans of Thanjavur. The film is a result of a deep study of the history and conversations with experts in different fields.

    Music in the film is an essential element and captures the flavours of Thanjavur. The song is written in Gambheera Nattai raga and pays tribute to the ancient temples. The Hindi version of the song is written by Manish Bhatt. The film is long at 207 seconds, capturing the musical journey of two young girls; a dance choreographer and her friend. However, Manish Bhatt, Founder Director Scarecrow M&C Saatchi, believes that capturing the 1000 years of history in this short duration is an achievement. The Thanjavur typeface was also created to complement the collection and the traditional craft.

    The brand- Reliance Jewel’s thematic jewellery collections are an ode to the country’s diverse culture and are appreciated by customers. This is, in a way, season 7.0 of such a thematic collection.

     

    Reliance Thematic Collection Communication.

    Every year Scarecrow M&C Saatchi with the client, creates a 2 to 5-minute long music-song song-led film based on the culture/art/ history that has inspired the Jewellery Collection.

    Here are some of the films/

    UTKALA – collection inspired by Odisha’s Ancient Art Heritage.

    KAASYAM – collection inspired by Beauty & Divinity of Banaras

    RANNKAAR collection Inspired by Rann of Kutch. And here is the behind the scene for the campaign.

    MAHALAYA collection inspired by the Tribal, Ancient & Royal Heritage of Maharashtra.

     

    Net Net.

    Indian culture, heritage, design, and craft have so much to inspire creativity in jewellery design. I am biased toward such an approach to thematic collection and communication. By being consistent with the thematic collections and communication style, the brand is creating a niche for itself.

     

  • The new collection, Rannkaar, celebrates the Rann of Kutch craftsmanship

    Scarecrow M&C Saatchi crafts campaign for Reliance Jewels

    By Our Staff

     

    Scarecrow M&C Saatchi has crafted a campaign for the latest collection of Reliance Jewels called ‘Rannkaar’ that is inspired by the intricate craftsmanship (Karigari) of Rann of Kutch for this Akshaya Tritya.

     

    Said Sunil Nayak, CEO, Reliance Jewels: “For Indians, jewellery is more than just a ‘tola’. It is a story, a heritage, a tradition and an emotion that evokes a pride of possession creating fond memories which then becomes a legacy for generations to come. That’s why every year, the team Reliance Jewels traverses through India to capture and bring to the fore the rich Indian culture, art & crafts and the rich heritage from different regions in every jewellery collection that we craft for our patrons across India. It started with Apurvam, inspired by Hampi; Utkala, inspired by the ancient art heritage of Odisha, and Kaasyam, dedicated to Banaras. The same tradition continues this year with Rannkaar, inspired by Rann of Kutch.”

     

    Added Manish Bhatt, Founder Director of Scarecrow M&C Saatchi: “We got a delightful opportunity to showcase the holistic craftsmanship of the Rann of Kutch with a team of legends who understood the true visual and musical essence of the region.”

     

  • To curate digital communication

    Reliance Jewels to flow with White Rivers

    By Our Staff

     

    White Rivers Media has bagged the digital mandate of Reliance Jewels. In this partnership, the agency aims to curate and create insight-led digital communication.

     

    Said Anup Kondakundi, Head of Marketing, Reliance Jewels: “We have high hopes for this partnership. White Rivers Media has established itself as an unmatched digital leader with its diverse portfolio and adroit creativity. With this association, we aim to create effective communication pieces that act as a catalyst to generate our customer’s faith and trust in our brand as their ‘neighbourhood jeweller’ that delivers world-class designs.”

     

    Added Shrenik Gandhi, Co-founder and Chief Executive Officer, White Rivers Media: “Reliance Jewels shares a deep bond of confidence with their customers, which has accelerated their growth and established their position as a ‘family brand’. Through our association, we aim to achieve several moments of connection between the brand and the audience as an indicator of our success and the efficacy of this partnership.”

     

  • '10 Years. Infinite Moments Every Moment Priceless' – says Reliance Jewels in their new ad campaign for tenth anniversary

    Kaleido unveils brand communication celebrating 10 years of Reliance Jewels

    By A Correspondent

     

    This August, jewellery brand Reliance Jewels will complete a decade-long run and coinciding with it is a films-based campaign that captures moments from its customers’ lives. The campaign created by Kaleido Communications and the first film in the series #ReshmaThakursMemorableMoment was launched on digital platforms, on Saturday (July 29).

     

    Said Sunil Nayak, CEO of Reliance Jewels: “Through this film, we at Reliance Jewels want to acknowledge the countless moments close to our customers hearts and it has been a part of. We aim at celebrating the beauty of those countless unique moments on our 10th anniversary. We are truly looking forward to tapping into the pulse of the population with our new campaign.”

     

    Added Kumar Ganesan, Executive Director of Kaleido Communications: “The highlight of this campaign are the stories and in their story telling. We have spared no efforts in ensuring that they bring out the moments in the occasions. From the cast to art, music and finer production values, every film speaks for itself.”