Campaign India Team
Aug 03, 2022

CaratLane celebrates the sibling ties

Watch the films conceptualised by BBH India here

Jewellery brand, CaratLane, has launched a campaign to celebrate the different bonds that siblings share, on the occasion of Raksha Bandhan. Conceptualised by BBH India, the campaign aims to tell siblings how jewellery from Caratlane can make a perfect gift for the occasion. 
One of the films features a sister duo. The elder sister gets a B shaped pendant for her younger sibling, since she hates being called ‘Bittu’. However, when the younger one sees it, she’s extremely happy and tries it on. When the elder sister tells her that she didn’t get her gift even this year, the younger one teases her, saying that she could use the same pendant, since it also stands for ‘Bandar’ (monkey). Both the sisters burst into laughter and tease each other. 
The other film sees a typical brother-sister duo in a long-distance relationship. Over a video call, the brother asks his sister to open her gift. She is elated to see a pair of butterfly earrings. When she wears them and shows her brother, he takes out a piece of paper, with a drawing of a similar butterfly which she drew when she was younger. He tells her about all the attention she got when she was younger and how when he felt left out, she gave him the drawing and her attention. The sister then teases him, saying that she still gets all the attention from her parents, now that he is far away. The brother mockingly agrees with her. 
Avnish Anand, COO and co-founder, CaratLane said, “It’s a universal fact that no two sibling bonds are the same. Every relationship is unique and is threaded by different memories that makes it so special. We wanted to capture the essence of this uniqueness through our campaign, inspired by our own lives and that of our customers. We’ve seen how our customers want to gift jewellery to make it extra special, memorable for a lifetime and something that symbolises the bond they share with each other”.
Aarti Srinivasan, ECD, BBH India, added, “We wanted to go beyond the traditional idea of protection that most Raksha Bandhan campaigns talk about and celebrate the many facets that make sibling relationships so beautiful and like no other. Whether it’s love-hate bandhan, midnight Maggi bandhan, nautanki or secrets ki Raksha Bandhan, there’s a special CaratLane gift to mark every special bandhan. Casting real siblings instead of actors (for some of the pieces) makes this campaign extra special.”
Client: CaratLane India 
Agency: BBH India
CCO and CEO: Russell Barrett
Chairman: Dheeraj Sinha
Head of strategy: Sanjay Sharma
Creative team: Aarti Srinivasan, Khushali Bhansali, Rhea Kumar, Tanvi Jani, Radhika Subramaniam
Films/production: Anil Sonwane
Business team: Aalok Vashi, Anas Dalvi
Strategy: Radhika Burman
Production house: Floss Interactive
Executive producer: Rahul Bhansali
Producer: Zeba Khan
Client servicing: Josvita Dias
Director: Sidharthshankar Shukla
DoP: Rahul Chauhan
Music and Vocals: Siddharth Chopra
LP: Manpreet Sandhu
Editor: Shubham Shrivas
Campaign India

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