SCARECROW M&C SAATCHI
During my internship at Scarecrow M&C Saatchi, I was directly involved in building the campaign pitch for Reliance Jewels.
A key part of my development included participation in the specialized "Method of Madness" course, deepening my understanding of the creative process.
DURATION
3 Months
(Onsite)
SCOPE OF WORK
Advertising
Branding
Art Direction
INDUSTRY MENTORS
Manish Bhatt
Abhijit Kalan
MY ROLES
Art Direction
Research
Jewellery Design
Visual Identity
RELIANCE JEWELS
Reliance Jewels is a renowned name in India’s jewelry industry, offering a wide range of exquisite gold, diamond, and silver jewelry.
They wanted to showcase the beauty of Indian jewelry inspired by Punjab and also offer customers a unique opportunity to connect with their roots and celebrate the beauty of Punjab’s culture.
THE PROPOSAL
Creating a campaign pitch to introduce a new collection of Reliance Jewels inspired by Punjab.
View Campaign Pitch
/ CULTURAL MAPPING
CHAK DE PHATTE!
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Beneath Punjab's vibrant culture lies a world of intricate threads, each one a story waiting to be told. To unravel these tales, we embarked on a journey through the region's rich history, diverse communities, and vibrant festivals.
We delved into the heart of Punjab's culture, exploring its language, script, religion, and symbolism. Through this exploration, we aimed to gain insights into the core values and beliefs that have shaped its people.
/ ARCHAEOLOGICAL RESEARCH
DISCOVERING PUNJAB'S ARCHITECTURAL GEMS
My specific focus was on archaeology, where I studied the architectural structures, patterns, and features dating back to the Indus Valley Civilization to present day. One particularly intriguing aspect of my research was learning about a unique fresco painting technique - ‘Mohrakashi’, found in many gurudwaras.
/ INSPIRATIONS
FROM THE FIELDS OF PUNJAB
What is unique to Punjab?
A deep dive into Punjabi heritage led us to a treasure trove of inspirations.
We curated a collection of elements that celebrate its uniqueness.
/ INSPIRATION STUDY
DIGGING DEEPER
Among our inspirations,
I studied the fresco painting style of 'Mohrakashi' and the majestic Golden Temple.
![Punjab_Inspirations[1]_compressed_page-0010](https://static.wixstatic.com/media/5b9000_55dec9d907e24f5ca473230523761588~mv2.jpg/v1/fill/w_980,h_551,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/5b9000_55dec9d907e24f5ca473230523761588~mv2.jpg)
![Punjab_Inspirations[1]_compressed_page-0013](https://static.wixstatic.com/media/5b9000_618a9ffff48244f8a88b3600bde6b23b~mv2.jpg/v1/fill/w_980,h_551,al_c,q_85,usm_0.66_1.00_0.01,enc_avif,quality_auto/5b9000_618a9ffff48244f8a88b3600bde6b23b~mv2.jpg)
/ ICONOGRAPHY SYSTEM
SYMOBLIC REPRESENTATION OF INSPIRATIONS
Mohrakashi
Mohrakashi
The Golden Temple
Mohrakashi
To visually represent the inspirations , we developed an iconography system. This process involved identifying relevant symbols, patterns, and visual representations of the selected inspirations. This laid the groundwork for establishing a distinctive visual identity
for Punjab.
CAMPAIGN THEME
Official Connector​
Jewellery inspired by the rich soil
of Punjab
Official Descriptor
A soil where bravery & belief flourish
/ IDEATION
DEVELOPING THE JEWELLERY
Based on the selected inspirations, from our research, and the theme chosen, we designed jewelry pieces for the collection.
Shortlisted Jewellery: Mohrakashi inspired gold necklace and earrings
NAVIGATING THE CHALLENGES
One significant hurdle was translating cultural elements into unique, tangible, and designs.
Additionally, ensuring that the jewellery was both aesthetically pleasing and comfortable to wear required careful consideration of materials and construction techniques.​
Understanding semiotics was crucial for incorporating meaningful symbols and elements. By studying how these elements interact and convey meaning when combined we were able to create jewellery that was culturally sensitive.
/ VISUAL IDENTITY
VISUAL BRANDING FOR IMPACT
Wordmark Explorations
The campaign logo was designed to reflect the essence of Punjab’s culture. A typeface, inspired by the region’s distinct identity, was created.
This typeface would serve as a visual symbol, embodying the cultural richness of Punjab, setting the tone for the entire collection.
The following explorations are done from the selected names for the campaign: ‘Baani’, and ‘Sutlej’.
THE INSPIRATIONS
/ ART DIRECTION
THE STORY BEHIND THE STONES
The conceptual photography for this campaign focused on the elements that define Punjab's identity.
/ ART DIRECTION
CAPTURING PUNJABI ELEGANCE
The conceptual photography for this campaign focused on the elements that define Punjab's identity.
