Campaign India Team
Dec 14, 2023

CaratLane celebrates modern love and timeless bonds

Watch the film conceptualised by BBH India here

CaratLane has rolled out a campaign ‘everyday vows’, to highlight its Mangalsutra collection. 
 
Conceptualised by BBH India, the film aims to celebrate special moments of love between a married couple. It emphasises that modern women view Mangalsutras as an expression of love, celebrating all the special yet seemingly ordinary moments in a couple's routine life. It explores the connection between a married couple, where the Mangalsutra isn't just a symbol but a testament to the countless reasons why love is celebrated daily. From being the unwavering cheerleader in life's journey to crafting the perfect morning tea, the Mangalsutra collection captures the essence of everyday vows that make love extraordinary.
 
Parikshit Bhattaccharya, chief creative officer, BBH India, said, "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 lifestyles and attitudes. It's about embracing the beauty of everyday magic in relationships."
 
Jennifer Pandya, vice president, marketing, CaratLane, said, "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 mangal sutra 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.”
 
Source:
Campaign India

Related Articles

Just Published

3 hours ago

Campaign roundup: Week of 28 April

The latest ad films and campaigns from brands like Pepsi, Relaxo Footwears, Battlegrounds Mobile India (BGMI), TATA AIG, and more, in our weekly roundup.

3 hours ago

Moves and wins roundup: Week of 28 April

Our weekly roundup of the latest appointments and account wins news from Sungrow Europe, The Advertising Club, Whoppl, and many more.

4 hours ago

'Don’t give it away for free': WPP’s Rob Reilly on ...

Following WPP’s strong showing at Spikes Asia 2025, its global CCO gets candid on charging for creative, pushing back against mediocrity, and making curiosity a non-negotiable—for work and for life.

6 hours ago

IPL ads: High stakes, low recall, and smarter plays

As IPL ad spends soar, marketers face a hard truth—visibility alone doesn’t cut it. It's time to optimise for attention, not airtime.