#MyStrongerHalf: Reliance Jewels’ campaign for V-Day shows how women can take charge in relationships

Women can and often do better when it comes to handling relationship dynamics, and become the ‘stronger half’ of a couple, says the ad 

Mumbai: Romantic relationships are multi-dimensional. Gone are the days when every Indian household would have men take charge of all matters and be the decision-maker. Women can and often do better when it comes to handling relationship dynamics. In such cases, they not only become the better halves but also the stronger halves in marriage. Upholding this remarkable insight in the best possible manner, Reliance Jewels has come up with the #MyStrongerHalf campaign just ahead of Valentine’s Day.

The ongoing campaign began with red heart-shaped postcards, halves of which are on Instagram as reel animations. The cards unfurl a note about how the unwavering spirit of a woman brings joy to the lives of men. These videos were uploaded in the last week of January, teasing the audience about the upcoming campaign.

Then came three video films that narrate the course of two love stories. The first one shows a couple on a tour to Africa. While dusting the shelves, the man gets scared of a lizard, and the woman asks if the man can handle watching lions and tigers from afar if a lizard scares him. Understanding her humour, the man replies that even if he gets scared, his wife will always be there as his better and stronger half to protect him from every possible danger. This video is followed up with another short video featuring the same actors, in which the woman asks if the expedition to spot tigers fails miserably and all they see are lizards that apparently scare him, the man shares the same response and opens a gift box of jewellery for her.

The second video showcases a hilarious interaction between a man and his wife. The man is inside what seems to be a frightening bungalow, and he is scared, as he struggles to keep a matchstick lighted. When he looks to his left, he gets the shock of his life – there stands his wife holding a candle, just like the quintessential image of a spirit. That’s when she asks him if he can get his act straight of organizing a candle-lit dinner for the two of them. The man replies that for every problem in life, he has his stronger half to stand up for him. 

In the course of the campaign, the brand engaged multiple couples to share how they first met. They gave interesting responses when asked who among the two is stronger as a spouse. The conversations culminated in a fun-filled game session. All these activities were also shared as a reel on Instagram. The video films got an overwhelming response of 1.6 million and 1.3 million views respectively.  

Reliance Jewels also unveiled an exclusive Valentine’s Day collection of exquisitely crafted rings, couple bands, and pendants made in 14kt yellow gold, rose gold, and diamonds, ideal for everyday wear, serving as a constant reminder of the shared love between couples. The collection has been thoughtfully curated to embrace the spirit of brightness and beauty that a woman brings to relationships, thus honouring the resilience of women across diverse journeys. From bold to sophisticated and intricately designed pieces, the jewellery mirrors the strength women can invoke in a relationship with a fresh perspective of being stronger for their partner. 

Retail Jeweller India Exclusive