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A heartfelt ‘thank you’ Reliance Jewel’s new digital campaign wins over the common man



In order to express gratitude towards its customers for their unconditional love and support for 13 years, Reliance Jewels recently launched a new campaign titled, ‘We Owe You’.

Conceptualised by Scarecrow M&C Saatchi, the campaign tugs at your heartstrings with a very personal touch. The film only has visuals of Reliance Jewel’s extraordinary new collection, but it is the narrative that does the trick. It talks about us: We, who rush through our busy daily lives, but never forget a milestone. The film focuses on the brand’s growing relationship with its customers, which has taken them to the great heights. “We owe you,” is their message to us.

Speaking about the campaign, Sunil Nayak, CEO of Reliance Jewels, said, “Our interaction with customers is not restricted to just sales transactions, but goes a long way into building relationships that make us a part of their family. Consumers are encouraged to be present at the moment, celebrate and express gratitude for every special relationship they cherish. ‘We Owe You’ talks about the gratitude we feel towards our customers for their support over the years. We will continue to be a part of their journey and craft numerous memorable moments for them in the coming years.”

The narrative focuses on every common man, who “hurried to the Reliance store at the last minute after a busy day’s work, fought with guards to open the shutters so they could buy a gift for their loved one on an anniversary.” This insistence on gifting nothing but a Reliance jewel has been highlighted in subtle tones.

The campaign introduces its Aabhar Collection, inspired by lanterns symbolizing light amidst darkness. It stands for the ray of hope and positivity heralded by new beginnings. The collection comprises 54 unique designs of handcrafted gold and diamond earrings, including an eclectic mix of danglers, fringes, top and drops, chandeliers, jhumkis, studs, needles, and chandbalis, ranging between 3 and 15 grams.

The customer is the foundation of any brand success, and Reliance Jewels instils trust through them. It acknowledges that the primary goal has always been to identify with consumers. “We feel connecting emotionally with consumers is significant. They will be loyal to brands that demonstrate emotional attributes and we understand this. At the end of the day, it is the emotion that glues brands and customers together,” Nayak added.

The campaign, which ran all through August, witnessed an encouraging response as scores of old as well as new customers applauded the campaign. It is a part of Reliance Jewels’ anniversary celebration and very smartly plays on a very popular milestone in every person’s life — their anniversaries. The visual and background score is soft and memorable, it taps the right emotions, bringing an instant smile to your lips.  The use of rough but brilliant surfaces and colours to show off the new collection throughout the film is dazzling, and it goes further into impressing into a person, why Reliance Jewels is what it is today.


Courtesy: As published in The Retail Jeweller India magazine

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