RishtonKaDhaga campaign by Reliance wins hearts of customers, staff and artisans through gratitude

It is usual for any brand to focus on looks, design and finish to promote a jewellery collection. However, it takes gratitude to chart the reasons behind the establishment of a brand and form a collection to thank the countless customers and workforce for the same. This is what Reliance Jewels has done with their RishtonKaDhaga campaign for their Aabhar collection, which means ‘gratitude’.

The campaign was launched in the first week of August and within those four days, have achieved a staggeringly high level of relevance with their tonality that thank the customers, the dedicated staff and artisans who supported the brand for 14 years. The video shares glimpses of how gold jewellery is being manufactured with tireless attention to detail. That results in high satisfaction among customers, also shown beautifully in the video. The voice-over narrates how the relations between all the three stakeholders of the brand are threaded strongly.

The biggest attraction of this collection is the amalgamation of macramé and crochet styles of design prevalent across India for centuries, says Anup Kondakundi, Head-Marketing and Ecommerce, Reliance Jewels. “This is a thread of thrust, togetherness and love between the stakeholders. It gives up to a flat 20% off on gold jewellery making and diamond jewellery value. This is a lightweight segment consisting only of a variety of earrings that go beautifully for every occasion,” he said.

Aabhar as a collection takes a special place in the brand standpoint since its launch in 2017. Every year, the brand comes up with new design aesthetics to appeal to the customers rduring August, the month which marks its anniversary. “This is a new buying opportunity that Reliance Jewels has created in the lightweight segment. This is a part of the 360 degree campaign including print, hoardings, on-ground customer marketing activations, SMSes, e-mailers and digital campaigning for the 25-40 years age bracket,” he maintained.

Over the years, the brand has been able to build customer confidence through this collection by thanking its patrons. Every unique design of the collection helps the customers associate themselves strongly with the brand value. Given its lightweight segment and reasonable budget, it entices those segments of customers who would want to indulge in a bit of self-reward amidst ongoing pandemic lows, he maintained. As a result, the brand has generated a lot of information enquiries and engagements from the customers on social media.

Written by Shubham Dasgupta

RJ exclusive