Caratlane woos modern women with affordable jewellery, ‘try at home’ message

Watch the ad film conceptualised by Origami Creative Concepts here

Oct 22, 2013 04:08:00 PM | Video | Campaign India Team Share - Share to Facebook

Online jewellery store has rolled out a TV commercial themed ‘It’s a great time to be me’. The film has been conceptualised by Origami Creative Concepts.

The commercial features a series of modern Indian women feeling great about themselves and celebrating life, set to a soundtrack that says ‘It’s a great time to be me’. All of them don jewellery that the camera zooms in on, to present the pieces in greater detail along with a virtual ‘price tag’. The film begins with a formally dressed woman leaving home in good spirits, while the next features a dancer moving gracefully. A lady out at a restaurant with friends, a woman behind the wheel checking her accessories, a lady driving into the woods to capture photographs and an artist in her studio complete the ensemble. The film ends with a ‘Try at home’ message from the brand.

Calvin John, VP - marketing,, said, “The intention was to create a transactional-range film, which would showcase as a chic and affordable option to urban, independent Indian women from different walks of life - Chic with respect to design sensibilities and aesthetics; and affordability as in great value. The film focuses on showcasing our beautiful range of jewellery with extreme close-ups and prices, set against a backdrop that is both premium and contemporary.”

Ashish D’ Abreo, creative director, Origami Creative Concepts, added, “The idea from the beginning, was to capture the new age Indian woman. We needed to tell a story about this woman, who is forward looking, successful, has an active life, perfectly balances her personal and professional life, is financially and emotionallyindependent, is also image conscious, loves design, makes a huge effort to manage all titular roles in life supremely well, and is cheerful doing all of it. But most importantly, she loves herself and does not hesitate to invest in herself.”

He further added, “We needed to make a brand mnemonic which will make the campaign memorable for customers. Which is why we chose the peppy number that you hear in the background. We worked on a full-length track, wanting to capture the delight of being a woman. And thus was born - It’s a great time to be a woman.”

The film went on air on 14 October and will be extended through digital, point of sale and experiential initiatives, according to the agency.


Agency: Origami Creative Concepts


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