PROJECT BACKGROUND

Baani is a semi-live project inspired by the cultural richness and heritage of Punjab. This project was undertaken as part of my internship at Scarecrow M&C Saatchi and was conceptualized as part of Reliance Jewels' ongoing sequence of state-inspired collections, which includes notable collections such as Rannkar (inspired by the Rann of Kutch), Kaasyam (inspired by Banaras), Vindhya (inspired by Madhya Pradesh), Mahalaya (inspired by Maharashtra), Swarn Banga (inspired by Bengal) and Utkala (inspired by Odisha).

ABOUT

Baani is a full-spectrum semi-live project encompassing R&D, jewelry design, theme creation, nomenclature, copywriting, typography, iconography, graphic design, and advertising for Reliance Jewels' Punjab collection.

TARGET AUDIENCE

Ages 20+