SCARECROW M&C SAATCHI
Internship
Scarecrow M&C Saatchi is a creative advertising agency based in South Mumbai, India.
Known for their unique approach to storytelling, Scarecrow M&C Saatchi has a reputation for creating memorable and culturally relevant advertising. Their work often incorporates humor, emotion, and a deep understanding of Indian culture to connect with consumers on a personal level.
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
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.
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.
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.
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)
SYMOBLIC REPRESENTATION OF INSPIRATIONS
Mohrakashi
Mohrakashi
The Golden Temple
Mohrakashi
To visually represent the inspiration concepts, 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
DEVELOPING THE JEWELLERY
Based on the selected inspirations, from our research, and the theme chosen, we designed jewelry pieces for the collection.
FROM SKETCH TO SPARKLE
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 BRANDING FOR IMPACT
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
STORYTELLING THROUGH TYPE
THE STORY BEHIND THE STONES
The conceptual photography for this campaign focused on the elements that define Punjab's identity.
CAPTURING PUNJABI ELEGANCE
Thought behind the concept:
Mohrakashi, a traditional wall painting technique, is employed as a powerful expression of devotion to the
Sri Guru Granth Sahib.
The backdrop of the photoshoot is abstracted into Mohrakashi-inspired wall paintings (incorporating its painting style). These paintings visually represent the inspirations behind each piece of jewelry.
