MUMBAI, INDIA — In an attempt to inspire the young generation to ditch the mundane, Scarecrow M&C Saatchi conceptualised ‘Make every day special’, a statement that encourages one to jump out of their comfort zone and try something new. To make this statement more evocative and to strike a chord with the young audience, the agency roped in celebrity singer and actress Manasi Scott to compose and sing the song.
Launched with a music video, the campaign captures the different situations in the life of a Bella consumer and how she can add a personal, modern touch to these everyday situations and make each and every moment truly special. Produced by Snowball Studios, the still imagery for the campaign has been shot by renowned photographer Raj Mistry who has also directed the film.
Talking about the campaign, Manish Bhatt, Founder Director, Scarecrow M&C Saatchi said, “Bella is different from any conventional jewellery collection. It’s not designed for your typical special occasions, but for those who make every occasion special. Make every day special is more than just a campaign, it’s a statement. It’s a crusade against everything dull and boring.”
Sunil Nayak, CEO, Reliance Jewels said, “The new Bella collection with its minimalistic designs and affordable pricing is geared to address everyday jewellery needs of today’s Women and millennials. With this campaign communication, we are focussing on the everyday moments in their lives, and have approached it with a different style since the audience we are talking to is young, bold, and dynamic in nature.”
CREDITS:
Agency: Scarecrow M&C Saatchi
Creative team: Manish Bhatt, Kapil Tammal, Lalit Sakurkar, Yuvraj Gorule, Sakhi Shah, Kunal Parkar, Antara Shinde, Hrishikesh Bhayani, Yamini Gujaran, Krupa Mehta, Sayali Wadke, Sandeep Kamble, Tanmay Raul, Mayuri Patil, Tanvi Deorukhakar, Ketki Warerkar.
Account management: Mangesh Mulajkar, Shamima Pereira, Vinav Nair
Studio: Subhash Gade, Mangesh Kasekar, Vikram Dalvi, Sandesh Rane
Client team: Sunil Nayak, Anup Kondakundi, Rohan Patankar, Tanishka Sharma, Sachi Sharma, Shilpa Ullattuthodiyil, Shaswat Doctor, Chetan Prabhu.
Music credits:
Singer and composer: Manasi Scott
Co-produced, mastered and mixed by: Karan Tallz
Studio: Rawr Music Studio
Manager: Parveen Bhatia
Production house: Snowball Studios
Photographer & Director: Raj Mistry
Producer: Raman Chauhan
Associate Producer: Robin Desai
Director: Raj Mistry
DOP: Arshad Khan
DA & 1st AD: Adarsh Menon
2nd AD: Robin Desai
Intern Ad: Lipika Chatterjee
Production Assistant – Soumadri Dutta
Prop Master: Nandu
Model: Sakhi Dahale
Stylist: Priyanka Chosky
Hair & Makeup: Amit Pardesi
Post Supervisor: Robin Desai
Offline Editor: Adarsh Menon
Online & Grading: Post Box Me
Colorist: Hemant Dinkar Dabholkar
Special Thanks to Snowball Studios Team:
Shams Lalji
Jawant Tanawade
Abhijeet Narvekar
Nilesh Nagre
Suraj
Satish
