MxMIndia

Tag: CaratLane

  • Conceptualised and conceived by BBH India

    CaratLane launches new campaign

    CaratLane, omni-channel jewellery brand, has launched a new brand campaign. It aims to empower women by encouraging them to reward every win – big or small, professional or personal.

    Talking about the launch, Jennifer Pandya, VP of Marketing, CaratLane, said: “Enabling our customers to express themselves is our brand’s purpose. While most women are quick to appreciate their loved ones and their achievements, they are hesitant to acknowledge their own wins, whether personal or professional. According to a study* we did with Quantum only 3 out of 10 women celebrate their wins. As a brand that champions expressions, we wanted to urge women to stop undermining their wins. Rather we want them to acknowledge and reward themselves for these wins. We see this as a cultural movement rather than a campaign.”

    Conceptualised and conceived by BBH India, Parikshit Bhattaccharya, Chief Creative Officer of BBH India, added: “Research has confirmed some disheartening facts. Women discount their own effort; they don’t acknowledge their own achievements, and they don’t celebrate their own wins enough. CaratLane is a trailblazing brand in the way it conducts its business and in what it enables through its many innovations. It is only fitting that it is the first jewellery brand to inspire women to celebrate their victories through Wear Your Wins. The initiative comprises a film, social interventions, and many more executions to inspire women to adorn their wins with jewellery – like dazzling tattoos as reminders of wins that are important to them.”

  • To introduce Digital Gold Investment Offerings for Seniors

    Khyaal announces partnership with CaratLane

    Khyaal, an app for senior citizens has announced a partnership with CaratLane, to introduce Khyaal Digi-Gold–a digital gold investment solution tailored for seniors.

    Commenting on the partnership, Hemanshu Jain, Founder & CEO, Khyaal said: “Gold has always been a trusted investment avenue for seniors and continues to be the preferred option. Our partnership with CaratLane, furthers our ongoing commitment to enhance the lives of our seniors by offering greater access, security, and independence. The aim is to ensure that seniors can invest in gold through a simple and seamless platform that streamlines the gold investment process, making it accessible and hassle-free.”

    Expressing enthusiasm about the partnership, Avnish Anand, Chief Executive Officer at CaratLane, added: “The whole point of building the digital gold business is to provide a simpler cost effective solution to consumers who buy and gift gold for future jewellery purchases. This strategic partnership with Khyaal is a crucial step in making that happen. We feel that we can combine our capabilities and provide a wonderful experience and great value to Khyaal’s customers.”

  • Aims to celebrate the magic of relationships

    BBH unveils campaign for CaratLane

    By Our Staff

     

    BBH India, the creative agency within the Publicis Groupe India, has unveiled a campaign for jewellery brand, CaratLane.

     

    Said Parikshit Bhattaccharya, Chief Creative Officer of BBH India: “Our insight was clear – a woman should wear what she wants, not what she feels pressured to wear. So, we designed a campaign that beautifully brings out the essence of Caratlane’s Everyday Vows collection, ensuring it aligns with women’s lifestyle and attitude. It’s about embracing the beauty of everyday magic in relationships.”

     

    Added Jennifer Pandya, VP Marketing of CaratLane: “We believe that every day is an opportunity to celebrate love, and a Mangalsutra is the perfect symbol. A modern woman chooses to wear a mangalsutra as a marker of all the little things her husband does to make her feel special, whether it’s making chai in the morning or being her support system. We’ve created a range of gorgeous lightweight diamond Mangalsutra in chains, bracelets, and rings to fit seamlessly into her lifestyle and add a touch of elegance to her every day.”

     

  • To celebrate life's milestones with a solitaire

    CaratLane Jewellery launches new campaign

    By Our Staff

     

    CaratLane Jewellery – A Tanishq Partnership has launched their latest campaign #SolidAsASolitaire to talk about celebrating life’s milestones and achievements, with a Solitaire.

     

    Talking about the campaign, Jennifer Pandya, VP Marketing of CaratLane said: “We have understood from many customer stories and interactions that our Solitaires play a big role in helping customers mark their milestones and significant moments. #SolidAsASolitaire is conceived from numerous such stories that we want to celebrate. The beauty of the Solitaire is what makes it perfect for such important milestones, where nothing else is good enough. Through this campaign, we aim to showcase CaratLane as a primary destination for Solitaires for everyone who wants to mark their milestones forever.”

     

  • The timing of the collection launch coincides with Raksha Bandhan

    CaratLane teams up with Doraemon to catch them young

    By Our Staff

     

    CaratLane omni-channel jewellery brand has collaborated with kiddie character, Doraemon. The collection, expressly created for kids, is “designed to fascinate them as much as Doraemon’s magical pockets do”. The collection features a variety of lightweight jewellery such as earrings, bracelets, neckwear, and each has a distinctive expression of the character.

     

    The timing of the collection launch coincides with Raksha Bandhan, a season in which CaratLane has typically seen a considerable increase in the browsing and purchase of kids’ jewellery, notes a communique.

     

    Talking about the collection, Kinnari Shah, Head Of Design & Merchandising, said: “CaratLane is the ultimate destination for kids’ jewellery. Now, with another feather in our cap that’s Doraemon, it’s going to be amazing. We know Doraemon is a character that’s much  loved in India and they’ll be delighted to see the range of designs we have. Each design in this collection is beautifully crafted in vibrant enamel and 14kt gold. They are very kid-friendly and made with care kept in mind for all-day comfort.”

     

    Speaking about the collaboration Bhavesh Solanki, Regional Director (India, SAARC & MENA) from Animation International India – Doremon Agency, added: ”There is no doubt that Doraemon is one of the most beloved characters worldwide. As the gadgeted cat marked its 50th Anniversary last year, this collaboration with CaratLane will continue ruling the hearts of kids and teens. CaratLane & Doraemon kids jewellery collaboration is one of its finest and incredible associations and we are happy to partner with India’s one of the premium jewellery brands and to see the licensing industry reaching to newer heights with such a remarkable alliance.”

     

  • Conceptualised and executed by BBH creative agency network

    CaratLane launches campaign for Valentine’s Day

    By Our Staff

     

    CaratLane, the omnichannel jewellery brand, has launched its digital campaign, “Love it or Hate it” in an attempt to make Valentine’s Day special for everyone. The campaign with three films has been conceptualised and executed by BBH India.

     

    Talking about the launch, Avnish Anand, COO and Co-Founder of CaratLane said: “As a brand, we have been witness to how our country has been celebrating Valentine’s Day in the last few years. We’ve seen more stories about how daughters have received jewellery on February 14 though their mum isn’t a fan of this day. We’ve realised that people need an excuse to gift and celebrate the love they have for someone in their life. And what’s unique about these stories is that it’s beyond the stereotypical couple gifting and extends to sisters, mother-daughters, aunts-nieces, etc. Through our 3 films, we wanted to highlight this beautiful insight and we’ve also curated special designs that make it easier for our customers to select thoughtful gifts.”

     

    Speaking about the genesis of the campaign idea Aarti Srinivasan, ECD, BBH India added: “Most advertisements about Valentine’s Day showcase people who absolutely love and celebrate the day in an over the top way. But in reality that’s not always the case. So for this year’s campaign, we explored a contrarian and a more real take by telling stories of those who aren’t fans of this day.

     

  • Conceptualised by Lowe Lintas, the campaign rolled out nationally with a combination of TV, digital and CaratLane’s social media channel

    CaratLane unveils ‘The New Expressions of Love’ campaign for Valentine’s Day

    By A Correspondent

     

    CaratLane has tapped into the emoji-speaking, meme-sharing and self-expressive nature of millennials with an upbeat Valentine’s campaign titled the ‘New Expressions of Love.’ Conceptualised by Lowe Lintas, the campaign rolled out nationally with a combination of TV, digital and CaratLane’s social media channel.

     

    Talking about the campaign Atul Sinha- Senior Vice President Marketing, CaratLane said: “The New Expressions of Love’ campaign beautifully captures how we’ve made precious jewellery the coolest (yet affordable) way to express your love this Valentine’s Day. Every design from our Valentine’s collection comes with an expression, all you have to do is choose yours. If she makes you LOL all the time, then tell her so with the smiley ring!”.

     

     

  • The campaign aims to touch the hearts of millennials and encourages them to buy jewellery online

    Lowe Lintas executes Caratlane’s new campaign – #GetDiwaliReady

    By A Correspondent

     

    Lowe Lintas created a campaign titled #GetDiwaliReady for CaratLande urging millennials to buy jewellery online.

     

    Said Anaheeta Goenka, President Lowe Lintas: “It was an interesting business challenge given to us. Create a consumer pull for modern everyday jewellery and build a human connect with the brand. The current generation values the relationships made away from the family – be it a place where they stay or a place where they work. And thus was born the campaign idea of new “families”.

     

    Speaking about the campaign, Mithun Sacheti, Founder & CEO, CaratLane said:“Our campaign celebrates the precious relationship that we build outside our family, in our newly set up social ecosystems, who become our extended family.  And what other way than celebrating this precious relationship than by sharing something precious. Our jewellery is for women who enjoy that little sparkle everyday.”

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    AdStrat: CaratLane takes the proposal route

    Calvin John, VP Marketing, CaratLane

     

    Name of the Campaign/Ad: Dressing Room

     

    The Brief: It was to communicate that CaratLane.com assists inexperienced men in taking control of the whole relationship milestone situation. In this case the proposal.

     

    Research Insights: India is getting elaborate with relationship milestone situations. There is a constant urge of going beyond the ordinary way of doing things, especially when it comes to celebrating milestone moments.

     

    The thought process behind the creative: Being a western concept, proposal is not as ingrained in our Indian culture and the importance of proposing does not occur naturally. But, while marriage validates a relationship, a proposal is the true marker of romance. The CaratLane intent was to establish the act of proposal as a sacred ritual in courtship even if it happened to be an arranged marriage.

     

    Media vehicles chosen: Electronic Media

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=hGgn5Zj016E[/youtube]

    Key issues kept in mind while executing the ad: The campaign has been designed by Contract Advertising. The ad is directed by famed adman Prakash Varma from Nirvana Films Рthe man behind the iconic Vodafone ZooZoo campaign, among many others. The film execution takes a cue from this intent and weaves in the story of that beautiful moment of romance, just before a traditional formal engagement, where a fianc̩ expresses himself and asks the all-important question, making it a perfect proposal with a perfect solitaire from CaratLane.

     

    What is the differentiating factor about the ad: The concept of a proposal in an arranged marriage situation is the differentiating factor about the ad. Also this is the first television campaign for Caratlane.com.

     

    Client comment: “In India, engagements and weddings are big family dos, with the bride and groom being the centre of festivities. We believe that the proposal can add something very romantic to the Indian marriage. It is a very private ritual for the couple and the true value of a proposal is known only after it has happened. It is very difficult to remember every bit of the wedding day but everyone remembers every second of their proposal. And what is more – diamonds are central to proposals. We could not have picked a better storyline for our solitaires. Indian men should realize that an arranged marriage is no excuse for why they shouldn’t propose.” – Mithun Sacheti, CEO & Cofounder, CaratLane