MUMBAI, INDIA — Every year, in the month of August, Reliance Jewels celebrates its anniversary by launching an exclusive range of diamond, gold, and silver jewellery called Aabhar Collection. It’s a special collection dedicated to show gratitude to all the customers who stood with the brand for more than a decade. This year is more special because of the love and support the brand received even in challenging times like these.
Inspiration behind the campaign
To express this special gratitude, Scarecrow M&C Saatchi came up with a campaign under the umbrella #WeOweYou. It’s a multimedia campaign that kicked off with a heart-warming four-minute film that is inspired by moments and experiences the brand has shared with its customers.
To give the story-telling an emotional touch, Scarecrow created a song narration composed by a National award-winning composer Monty Sharma (Black, Devdas, Ram Leela, Sawariya).
The film not only pays tribute to the beautiful memories but also features the legendary voice of Veteran Bollywood actor S. M. Zaheer (Veer Zara, My Name Is Khan, Maachis, Humlog, Buniyaad to name a few). To make it visually appealing, the narration is supported by aesthetic shots of the entire collection throughout the film.
Since the collection is inspired by intricate lanterns, which also symbolises the light of hope in these challenging times, the beautiful static imagery with miniature lanterns in the backdrop has been shot by Renowned photographer Avadhut Hembade of Qench who has also directed the film.
The campaign is brought to life through various mediums including print, outdoors, in-store and digital.
Speaking of the campaign, Manish Bhatt, Founder-Director, Scarecrow M&C Saatchi said, “When a brand like Reliance Jewels is a part of people’s lives for more than a decade, there are always beautiful memories and experiences behind such relationships. To express this with music, narration, animation and innovation on social media platforms is a beautiful opportunity for everyone at Scarecrow, especially in these challenging times.”
Commenting on the campaign, Sunil Nayak, CEO of Reliance Jewels said, “We at Reliance Jewels always aim to provide the best for our customers and do not want to miss this opportunity to express gratitude to them. With the expression of WEOWEYOU, on our Anniversary, we want to thank our customers for the support & love they have given us all these years and especially during this tough times. Scarecrow has shaped this thought beautifully and have perfectly captured the essence of instilling hope & positivity through the launch of Reliance Jewels’ Aabhar collection with the #WEOWEYOU campaign.”
The campaign will also be promoted heavily on social media through Facebook and Instagram. Apart from this, Scarecrow M&C Saatchi is in the process of making a first-of-its-kind digital activation which will be soon unveiled.
Credits:
Client: Reliance Jewels
Agency: Scarecrow M&C Saatchi
Creative team: Manish Bhatt, Raghu Bhat, Kapil Tammal, Sakhi Shah, Kunal Parkar, Vaishakh Jhunjhunwala, Yuvraj Gorule, Antara Shinde, Shumnima Rai, Yamini Gujaran, Mrunmayee Bagwe, Aman Sharma, Mrittika Chaki.
Account management:Mangesh Mulajkar, Shamima Pereira, Hiten Mav
Studio: Subhash Gade, Mangesh Kasekar, Vicky Dalvi, Sandesh Rane
Client team:Sunil Nayak, Anup Kondakundi, Rohan Patankar, Tanishka Sharma, Shilpa Ullattuthodiyil, Suryakiran P., Anshu Jain, Lavanya. S. Kumar,
Sound Studio: Neo Sound
Narrator:S. M. Zaheer
Music composer: Monty Sharma
Production House: Qench
Still photographer: Avadhut Hembade
Table Top Director: Avdhut Hembade
DOP: Devendra Golatkar
Producer:Makarand Hembade
Executive Producer:Atul Teli
1st Assitant to Cinematographer:Dharam Yadav
Art:Sandesh Kambli
Make up:Amol Kudalkar
Offline Editor:Aditya khararkar
Grading:Sunil (Prime Focus)
Online:Bhavesh Soni (Prime Focus)
Post Producer:Atul Teli
