Omni-channel jewellery brand CaratLane has launched a campaign for Valentine’s Day titled ‘Khul Ke Karo Express’ (express openly) to highlight the brand’s USPs and why it makes for an ideal gift. Conceptualised by BBH India, the film showcases stories that are inspired by real CaratLane customers.
The first film begins with a woman gifting her partner a ring. While they’re seated in the car, the lady puts the ring on his finger. The ring, however, is tight and doesn’t fit him well. She then checks her phone, which gives her an option of a 15-day return policy. The couple is relieved and expresses their laughter together.
The second film showcases a father looking at necklace options for his daughter. When he finds a necklace of his choice, he uses the app's find in store feature and gifts the necklace to his daughter. The daughter is happy beyond measure and starts dancing with her father.
Jennifer Pandya, VP marketing, CaratLane, said, “We are very excited to launch this campaign in time for Valentine’s Day. We know that the brand plays a big role in enabling people to express their emotions to their loved ones through the gift of jewellery, but as humans, we don't always find it easy to express what we really feel. So we wanted to champion the expression of emotions. Our consumers tell us that the biggest payoff while gifting is the joy and happiness they see on the receiver's face when they unbox the gift. Through this campaign, we have tried to capture these emotions, joy, happiness, and excitement - to encourage everyone to express their emotions.”
Aarti Srinivasan, ECD, BBH India, added, “In a technologically advanced world, it's refreshing to take a moment and show the old-school way. Remaining true to BBH’s ‘Zag’ philosophy and CaratLane’s mission to help people express emotions, we wanted to elevate the feeling of gifting by focusing on the moment of gifting; of looking into someone's eyes and expressing what you feel unabashed and at the same time see the emotions of the receiver. Hence, the thought of #KhulKeKaroExpress was born.”
Agency: BBH India
Chairman: Dheeraj Sinha
COO: Himanshu Saxena
Chief strategy officer: Sanjay Sharma
Planning: Radhika Burman
Creative team: Aarti Srinivasan, Puneet Naik, Reshma Nair, Riya Nippani