Radhika Joshi
Jan 21, 2013

Campaign India First Cut: CaratLane TVC

Watch the making of the ad film and the final version, created by Contract India


Online jewellery retailer CaratLane.com launched its first television advertisement campaign. Created by Contract India, the campaign aims to establish the importance of a ‘proposal’ even in the context of arranged marriages. 
The ad provides a take on arranged marriages in India; narrating the story of the man proposing to the unsuspecting girl in private, moments before they exchange rings formally in a room full of people attending their engagement.
Mithun Sacheti, co-founder and chief executive officer, CaratLane explained the thinking behind this ad: “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 realise that an arranged marriage is no excuse for why they shouldn’t propose.”
Rayomand Patell, senior creative director, Contract India, said, “An engagement, sagai, roka is not a substitute to a proposal. We wanted to capture this truth and urge every couple to share that special proposal moment before they share their lives.”
Client: CaratLane
Agency: Contract India
Chief creative officer: Ravi Deshpande
Planner: Carl Daji
Senior creative director: Rayomand Patell
Art director: Kanan Doshi
Copywriter: Arpan Bhattacharya
Account management: Ponnappa K A
Director: Prakash Varma
Production House: Nirvana Films
Campaign India

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