Reliance Jewels spotlights MP-inspired collection in film for Akshaya Tritiya

Reliance Jewels has released a new collection inspired by the Ujjain and Sanchi Stupa, Gwalior and Orchha Fort and the Bateshwar Temples in Madhya Pradesh for Akshay Tritiya. 

The film launching the collection is brought to life by Team Scarecrow M&C Saatchi and tells the tale of two girls who are architects, living in a modern apartment away from their hometown. They receive a parcel from their mother along with a note reminding them that Akshaya Tritiya is the perfect occasion to bring home prosperity.  

The film is produced by Tandem Films and directed by Shamik Sen Gupta. 

Aman Pant has composed the soulful music, while Manish Bhatt, Co-founder of Scarecrow M&C Saatchi, has penned the lyrics that bring warmth to the melody. The melodious voices of Madhubanti Bagchi and Sanah Moidutty lend magic to the music.

Rid Burman has shot the Print Campaign. 

Founder Director, Manish Bhatt, Scarecrow M&C Saatchi expressed his thoughts on the campaign, stating “Akshay Tritiya as an occasion and Madhya Pradesh as an ancient culture both are prosperous in terms of history and aesthetics - creating a cinematic and musical concoction of rich culture and an opulent occasion. It is a magnificent opportunity and enriching experience for Team Scarecrow M&C Saatchi - who has crafted creative communication ensembles of six different cultures in the last four years for the brand Reliance Jewels. 

Sunil Nayak, the CEO of Reliance Jewels, also shared his perspective, saying “The launch of the Vindhya Collection this Akshaya Tritiya marks our commitment to celebrating India’s diverse cultural heritage. Inspired by the rich traditions of Madhya Pradesh, this collection is the ninth in our ‘Jewels of India’ series and stands as our testament to showcasing Indian art and craftsmanship.”

He further added “Akshaya Tritiya is the ideal occasion for buying jewellery as it symbolises wealth and prosperity, and this year, we offer our customers a unique opportunity to bring home prosperity through the Vindhya collection! The exquisite collection symbolises not just prosperity and elegance but also the enduring celebratory spirit of Akshaya Tritiya and our brand, Reliance Jewels.”