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Campaign SpotlightPress Release

Reliance Jewels puts emphasis on women’s strength this Valentine’s day with a stereotype-breaking campaign

BENGALURU, INDIA — In a world that’s constantly evolving, new narratives are questioning the existing notions and breaking stereotypes in every aspect of life. One such is where men are automatically assumed to be stronger in a relationship by their physical strength. Though while introducing the woman the society regards her as the “better half.”

But is physical strength the real strength of a relationship?

To answer this, Scarecrow M&C Saatchi Ltd. has created two endearing films for Reliance Jewels which will be launched around Valentine’s Day. The brand aims to redefine love, relationships, and the power dynamics between a couple, in today’s times where equal sharing of responsibility and resources is the norm.

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The campaign titled “Not better half but your stronger half,” aims to recognize how women as better halves are not just your partner but an equal force of unwavering support and resilience. And this strength lies not only in nurturing families but also in pursuing dreams, overcoming challenges, and leading with grace, especially when their men are vulnerable to circumstances and can be fallible.

Join the celebration of love with Reliance Jewels Valentine’s Day campaign, #MyStrongerHalf.

The campaign conceptualized by Scarecrow M&C Saatchi tells the story of two different couples through relatable candid moments. One of the films showcases how a husband excitedly packing for a jungle safari gets scared at the mere sight of a lizard. In the other, the husband is mortified by the nocturnal eerie sounds he hears in his dimly lit home while lighting a candle for an intimate dinner. To this, the wives mock their men by calling them “Fattu” (a Hindi slang for one who is timid or lacking courage). To which the men retort with a shrug and admit that they are not scared as they are in the presence of their “better” and “stronger half.” He then surprises her with a Valentine’s Day gift – a pendant or a ring that is part of the collection specially launched by Reliance Jewels for the occasion this year. The brand has also planned for interesting activations for the lucky couples who will walk into the Reliance Jewels stores during this period.

While the brand hopes that it will be able to entice many women through this gesture, it remains to be seen how many men recognize and admit to this modern reality.

Love. It represents the bond shared by a couple, their love and appreciation for one another. Reliance Jewels has introduced this collection to represent the strength and accomplishments of women who play multiple roles in today’s world with utmost grace.

Reliance Jewels invites customers to explore the gorgeous collection online and in select stores.

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