Reliance Jewels launches Rann Kare Rannkar campaign for new collection

Scarecrow M&C Saatchi conceptualized a larger than life campaign Reliance Jewels' Rannkaar collection, created for the occasion of Akshaya Tritya.

This year, Reliance Jewel heard the clarion call of the only land of white sands in India – the white Rann of Kutch.

The larger-than-life film is about a girl who comes to Kutch as a tourist and becomes a traveller when she meets a Rabaran woman from a nomadic community of Kutch. The film follows them as they embark on a musical journey to discover the rich craftsmanship of Kutch while subtly capturing how each art form has inspired the craftsmanship of every jewellery piece from the RANNKAAR collection.

RANNKAAR collection from Reliance Jewels celebrates the vibrancy of Kutch.

The campaign is produced by Lens Flare Films and directed by the renowned Sachin Kotre (Facebook, Airtel, Lenovo, Jabong & Volkswagen fame). While Sejal Shah is the Director of Photography. The master duo has enriched the film with authentic block prints of Ajrakh, mirror work of Lippan, paintings of Rogan, intricacies of Embroidery, Tie-and-dye art of Bandhani, and carvings of Woodwork. 

Saba Azad (Theatre director, musician, and an actress known for her roles in Dil Kabaddi, Mujhse Fraaandship Karoge & Rocket Boys) has given the soulful voiceover, while Yusuf Khan has skillfully edited the film.

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Instead of cliche Gujarati music, the vision was to create a soulful song and music that will showcase Kutch in all its glory. The brief was to reflect the Rann of Kutch’s grandeur and concurrently, the beautiful grace of its karigari, jewelry, and people, in both lyrics and music. 

For lyrics, there has been a conscious attempt by Manish Bhatt with inputs from Rajat Dholakia (Jhuku Sir), Sagar Goswami, and Aditya Gadhvi, to authentically capture the true essence of Gujarat and Kutch’s genuine folk genre.

In fact, the song has been composed in two different tempos – Pralamb (slow) and Drut (pace) Taal. While Pralamb reflects the vastness of the Kutch, Drut captures the grace, exuberance and festive soul of the people and the land. 

The composition is brought alive by the sound design, mastering, and mixing by the renowned Bishwadeep Chatterjee (the four-time National Award winner known for movies like Chokher Bali, Lage Raho Munnabhai, Lafangey Parindey, Devdas, Hum Dil De Chuke Sanam, Bajirao Mastani, Uri, Parineeta, 3 Idiots, Piku, Pink, Padmaavat and October, among others.) 

Since authenticity has been the North Star of the film, the song is sung by the best Gujarati and Kutchi folk singers – Aditya Gadhvi, Devraj Gadhvi (Nano Dero), and Vandana Gadhvi. The soulful chorus is rendered by Mausam Mehta, Malka Mehta, Isha Nair, and Reema Gaddani. 

“For Indians, jewellery is more than just a ‘tola’. It is a story, a heritage, a tradition and an emotion that evokes pride of possession creating fond memories which then become a legacy for generations to come. That’s why every year, the team Reliance Jewels traverses through India to capture and bring to the fore the rich Indian culture, art & crafts and the rich heritage from different regions in every jewellery collection that we craft for our patrons across India. It started with Apurvam, inspired by Hampi; Utkala, inspired by the ancient art heritage of Odisha, and Kaasyam, dedicated to Banaras. The same tradition continues this year with Rannkaar, inspired by Rann of Kutch”, says Sunil Nayak, CEO of Reliance Jewels.

The ensemble includes Dana Bharmal (Ghado Ghamelo & Morchhang), Noor Mohammad Sodha (Jodia Pawa), Babubhai (Rhythm), Hirabhai (Santaar & Manjira), and Daksh Dave (Other Percussions).

“We got a delightful opportunity to showcase the holistic craftsmanship of the Rann of Kutch with a team of legends who understood the true visual and musical essence of the region”, says Manish Bhatt, the Founder Director of Scarecrow M&C Saatchi.