#RishtonKaDhaga, a campaign for this year’s Aabhar collection

Reliance Jewels, Scarecrow M&C Saatchi & Prashant Godbole weave together #RishtonKaDhaga, a campaign for this year’s Aabhar collection.

Reliance Jewels, India’s fastest growing jewellery brand will complete 14 years in August. 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.

The inspiration

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. 

The campaign

Since the collection 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 like Lagaan, Tanu Weds Manu and series like Chidiya Ghar, Balika Vadhu among others. The film has been shot by renowned 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 renowned photographers Jitu Kapadia & 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.

Speaking of the campaign, 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.”

Commenting on the campaign, 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.”