CaratLane celebrates modern love and timeless bonds

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.”