Campaign India Team
Feb 06, 2023

CaratLane appreciates its favourite jewels during the season of love

Watch the films conceptualised by BBH India

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.”
 
CREDITS:
 
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
Account management: Anas Dalvi, Harpreet Jaggi
Films: Pooja Talwar
 
 
Source:
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

2 days ago

Goafest 2024 set to host creativity experts while ...

The 17th edition of the festival will host over 50 speakers and entertainers across 20 sessions in addition to more than 15 masterclasses.

2 days ago

Havas Worldwide retains Durex creative duties

As reported earlier by Campaign India, the pitch had several big-ticket agencies vying for the plum account alongside the incumbent.

2 days ago

Clear Premium Water’s commercials champion ...

The series highlights the bottled water brand’s efforts to encourage conscientious consumption and environmentally sustainable practices, while shedding light on the issue of counterfeit products.

3 days ago

India bags 8 pencils and 10 shortlists at D&AD 2024

BBDO India earns one of four White Pencils given out this year for making a difference in the industry.