On the auspicious occasion of Akshaya Tritiya in 2023, Reliance Jewels, in collaboration with Scarecrow, launched a tribute to Thanjavur, the mystical kingdom and cultural capital celebrated for its divine artistry and majestic Dravidian architecture. This marked their fifth comprehensive initiative to honour India’s rich legacy of cosmic art, classical dance, traditional music, and spiritual heritage.
The campaign drew inspiration from the soul of Thanjavur, the intricately carved temple stones and the master craftsmanship of Poompuhar ships, to the delicate artistry of Bommai dolls and the opulent interiors of the Darbar Hall. Every element of the collection was designed to reflect these nuances, paying homage to the artisans who have shaped Thanjavur’s cultural identity over the centuries.
Before conceptualising the campaign, teams from Reliance Jewels and Scarecrow embarked on an extensive research journey. Over four months, they delved into a millennium of Thanjavur’s history, examining its sacred temple architecture, relief sculptures, bronze idols, ancient musical traditions, Carnatic compositions, Bharatanatyam dance forms, and timeless murals. Their groundwork included temple visits, expert interviews, and a detailed cultural recce to ensure authenticity in every creative expression.
What emerged from this research was a deep appreciation for Thanjavur as a living canvas of devotion and creativity. The grandeur of its temples and the intricacy of its artwork revealed that in Thanjavur, not only the divine but even the art and architecture are revered. It is a pilgrimage destination where heritage and spirituality are interwoven in every stone, melody, and gesture.
Recognising the pivotal role of music in Thanjavur’s cultural fabric, the campaign brought in the next generation of classical musicians. The original composition for the campaign was created by award-winning violinist and composer Ambi Subramaniam, son of maestro Dr. L. Subramaniam. Composed in the Gambheera Nattai raga, the piece captured the regal and spiritual essence of Thanjavur, paying tribute to its ancient temples and musical traditions.
The Tamil lyrics were penned by acclaimed lyricist Madhan Karky, son of the legendary Vairamuthu, while the Hindi adaptation was written by Manish Bhatt. The soul-stirring vocals of Sharanya Srinivas, daughter of veteran singer Srinivasan Doraiswamy, added an ethereal dimension to the composition. Music production was helmed by Varun Murali, the celebrated guitarist from the folk-rock band Swarathma.
The central narrative of the campaign film followed two young women, a dance choreographer and her friend, as they embarked on a journey through Thanjavur. In just three minutes and 27 seconds, the film captured the region’s visual and cultural splendour, its temples, royal halls, traditional art forms, and sacred rhythms.