MUMBAI: Reliance Jewels’ has launched a new ad campaign featuring its new festive collection ‘Utkala Where Beauty Rises’, inspired by Odisha's rich art and architectural history.

The film captures patterns and designs that embody the state’s art, tradition and culture, and gives a tour into the culture of Odisha accompanied by glimpses of Odissi music and dance.

Conceptualised by Scarecrow M&C Saatchi, the campaign film features traditional elements and cultural shades of Odisha and is an attempt by Reliance Jewels to exhibit Odisha and its distinctive customs. The video has been shot by Bosco Bhandarkar and produced by Jungle Films. The voice-over is done by celebrity voiceover artist and actress, Manasi Scott. The agency also wrote a Sanskrit shloka for this campaign.

The creative also consists of print shots of the jewellery on models as well as concept shots by photographer Umesh Aher. The music for the campaign is composed by Aman Pant.

Reliance Jewels chief executive officer Sunil Nayak said, "Jewellery communication as a category has become a very seen-it-before kind of imagery. With this campaign, we are looking to break that format and transform the communication into a completely new zone that is quite refreshing to watch and experience for our patrons.”

Scarecrow M&C founder director Saatchi Manish Bhatt added, “It is rare for a brand to give the creative agency an opportunity to explore the rich art heritage of India, its culture, ancient art history, ancient languages like Sanskrit, art forms, and ancient architecture through animation, photography, graphic design, poetry, miniature prop making, and cinematography in one campaign.”