Reliance Jewels’ festive collection “Utkala – Where Beauty Rises” drew inspiration from Odisha’s rich art and architectural heritage. It was an ode to a land where not only the sun, but beauty itself rose every day. Rarely does a product narrative mirror the brilliance of its creation, but Utkala did exactly that.
The collection was inspired by some of Odisha’s most iconic architectural marvels, including the Konark Sun Temple, Jagannath Puri Temple, and Mukteshwar Temple. It also paid tribute to celebrated cultural and artistic traditions such as Boita Bandana, Pattachitra, and Seenthi. Even the name ‘Utkala’ was drawn from Odisha’s ancient name, tying the collection deeply to its roots.
From intricate chokers to long, elegant necklace sets, the collection offered a range suited for every festive occasion and budget. The gold jewellery was crafted in 22kt gold with antique and yellow finishes, while the filigree styles echoed time-honoured craftsmanship. The diamond jewellery, made in 18k gold, beautifully bridged the traditional and contemporary.
To lend the campaign a poetic and ethereal aura, Scarecrow also composed a Sanskrit shloka that captured the essence of “Where Beauty Rises.”
The accompanying campaign film took viewers on a visual journey through Odisha’s cultural landscape, showcasing Odissi dance, music, and temple-inspired motifs. It featured two sisters adorning themselves with the Utkala collection, each piece representing a facet of Odisha’s artistic soul, from the architecture of Konark and Puri, to the maritime heritage of Boita Bandana and the intricate strokes of Pattachitra.
Conceptualised by Scarecrow and brought to life by director Bosco Bhandarkar, the film featured cinematography by Vikash Nowlakha and was produced by Jungle Films. The evocative voiceover by actress and voice artist Manasi Scott added a rich emotional texture to the narrative.
With Utkala, Reliance Jewels broke away from conventional festive campaigns and ventured into a refreshing, culturally immersive space. This unique collection was launched ahead of the festive season and Dhanteras. It became a celebration of Odisha’s heritage, intended to be cherished by its patrons for years to come.
For Scarecrow, the campaign was a rare opportunity to explore Indian heritage through diverse creative formats, from animation, miniature prop-making and graphic design, to photography, poetry and cinematography. It was a richly fulfilling experience that allowed the communication to be as layered and intricate as the jewellery itself. The campaign went live across all media, including the brand’s social media channels, outdoor, print and on-ground.