Caratlane has rolled out two digital films in the lead up to Valentine's Day. The films have been conceptualised by Famous Innovations and take a different route to celebrate the day.
One film shows a relation between two colleagues. It opens with a man delivering a lady her lunch. She opens it and murmurs daal to herself, taking out the oil layer from the top. There's a group of colleagues in the background, and a lady seated in that notices her colleague's indifference towards her food. She invites her to join the group and eat some of their food. This routine continues on a daily basis as the lady spots her younger colleague ordering food. The younger lady looks embarrassed, but her colleague doesn't stop and drags her to share her lunch. The younger lady decides to thank her colleague with jewellery from Caratlane with a message 'To the colleague who always carries a little extra dabba. Happy Valentine's Day'. As the colleague opens the gift, the film ends with a message 'Let's celebrate the love that finds us everyday'.
The second film follows a similar story, this time between two roommates. One of them is an air hostess, who has flights early in the morning. She gets ready without switching on any lights, as she makes sure her roommate is not disturbed. The duo don't end up spending time with each other because of different work schedules, and end up communicating through post-its. The air hostess returns with a box of chocolates for her roommate and ends up leaving early the next day for a flight again. As the lady opens the box, and eats a chocolate she looks to reciprocate the love. She orders for jewellery through Caratlane with a message 'to the roommate who always gets ready in the dark Happy Valentine's Day'.
Atul Sinha, SVP, marketing, Caratlane, said, “Celebrating Valentine’s Day has gained a lot of popularity in India, but most people think of it as a celebration of love between couples. The truth is, that in our lives, there are several people who show us love through their everyday acts of love and kindness. This Valentine’s Day we wanted to encourage people to recognise and celebrate the love that they see in their everyday relationships. We have launched a range of jewellery collections that include motifs like lovebirds, bows, hearts, initials and personalized trinkets to celebrate the love in different relationships.”
Raj Kamble, founder and CCO, Famous Innovations, said, “Valentine’s Day has always been seen as couple’s day. But of course, love isn’t just limited to couples or to one day. And as a brand which stands for every day jewellery, we decided to talk about the love that we see and experience every day. The love that touches our lives in small, but very significant ways. These films spin the idea of "love" on its head, and thereby show the gifting of jewellery in a new light. We're telling people that on Valentine’s you can gift something to your mom, sister, brother, dad, roommate or anyone who is close to your heart.”
The films were launched on Youtube and Facebook on 1 February 2017
Jagran New Media's chief executive officer outlined strategies for digital publishers to engage with Gen Z and millennials authentically, stressing the importance of trust and credibility in building a successful brand