Reliance Jewels’ ad film unveils Vindhya collection inspired by culture of Madhya Pradesh 

Throughout the campaign video, the cultural influences of the State such as the Gwalior Fort, Bateshwar and Ujjain temples, are brought out along with the jewellery designs  

Mumbai: Reliance Jewels has launched a video campaign to introduce its Vindhya collection for Akshaya Tritiya this year. After Swarna Banga, Thanjavur, Mahalaya, Raankaar, Kaasyam, Utkala, Atulyaa and Apurvam, Vindhya is the ninth in the brand’s series of collections inspired by the cultural themes of different Indian States. The jewellery designs are inspired by famous monuments of Madhya Pradesh such as the Gwalior Fort, the Stupa of Sanchi, the Mahakaleshwar Temple of Ujjain, and the Mitaoli and Bateshwar temples.

The video film opens with two young women receiving a gift from their family, wishing them well and reminding them to bring home prosperity on the occasion of Akshaya Tritiya. The contents of the gift box include a beautifully sculpted and painted container along with the brand’s jewellery and some postcards, indicative of a family trip to Sanchi Stupa. 

Throughout the video, alongside the jewellery and the branding, the cultural influences of Madhya Pradesh such as the Gwalior Fort, Bateshwar temple and Ujjain temples, are evident through the jewellery designs and artefacts from the gift box. One frame also features a pair of earrings from the Vindhya collection that is inspired by the structure of the Orchha Fort in Madhya Pradesh. 

Akshaya Tritiya, an auspicious festival signifying prosperity and abundance in the Hindu culture, is considered to be the perfect occasion for buying jewellery. Celebrating the occasion, the Reliance Jewels Vindhya Collection offers an array of jewellery pieces that pay tribute to the rich cultural heritage and architectural splendour of Madhya Pradesh. 

Sunil Nayak, CEO, Reliance Jewels, said, “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 symbolizes not just prosperity and elegance but also the enduring celebratory spirit of Akshaya Tritiya and our brand, Reliance Jewels.” 

While unveiling the collection, Disha Patani expressed her excitement, stating, “Each piece in this collection is a masterpiece reflecting the rich cultural heritage and architectural splendour of Madhya Pradesh. Personally, I am in love with the diamond necklace design, which beautifully amalgamates elements from various temples in Ujjain. It isn’t just jewellery; it’s a true symbol of tradition and beauty that is a must-have in every wardrobe.” 

The Vindhya collection offers a diverse range of jewellery pieces, from finely crafted chokers to intricately designed bangles available in gold and diamond variants. The collection is now available at all Reliance Jewels stores. 

Retail Jeweller India News