Launched with a music video, the campaign captures the different situations in the life of a Bella consumer and how she can add a personal, modern touch to these everyday situations and make each and every moment truly special.
Jewellery is very traditional by nature. Though it has been a part of our culture and tradition for ages, its intricate design restricts its usage only for special occasions. Conceptualized by Scarecrow M&C Saatchi, the new ad by Reliance Jewels for the Bella Collection introduces its new range of modern everyday jewelry.
In an attempt to inspire the young generation to ditch the mundane, Scarecrow M&C Saatchi conceptualized ‘Make every day special’, a statement that encourages one to jump out of their comfort zone and try something new. To make this statement more evocative and to strike a chord with the young audience, the agency roped in celebrity singer and actress Manasi Scott to compose and sing the song.
Produced by Snowball Studios, the still imagery for the campaign has been shot by renowned photographer Raj Mistry who has also directed the film.
Talking about the campaign, Manish Bhatt, Founder Director, Scarecrow M&C Saatchi said “Bella is different from any conventional jewelry collection. It’s not designed for your typical special occasions, but for those who make every occasion special. Make every day special is more than just a campaign, it’s a statement. It’s a crusade against everything dull and boring.”
Sunil Nayak, CEO, Reliance Jewels said “The new Bella collection with its minimalistic designs and affordable pricing is geared to address everyday jewellery needs of today’s Women and millennials. With this campaign communication, we are focussing on the everyday moments in their lives, and have approached it with a different style since the audience we are talking to is young, bold and dynamic in nature.”