Campaign India Team
Oct 22, 2013

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

Watch the ad film conceptualised by Origami Creative Concepts here

Online jewellery store Caratlane.com 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, Caratlane.com, said, “The intention was to create a transactional-range film, which would showcase Caratlane.com 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.

Credits

Client: Caratlane.com
Agency: Origami Creative Concepts

Source:
Campaign India

Related Articles

Just Published

14 hours ago

WPP has appointed Cindy Rose, a senior Microsoft ...

She is already a WPP non-executive director on its board.

19 hours ago

Small town, big spark: Solar flips the script

Adani’s new campaign highlights rural transformation, but also exposes urban assumptions about who gets access to progress.

20 hours ago

Beyond Cannes: Why creativity needs unlearning, not ...

Some of India's creative leaders reflect on their experiences at Cannes, from rethinking the definition of creativity to pushing past category norms at Cannes Homecoming.

22 hours ago

Linda Yaccarino steps down as CEO of X

Yaccarino wrote on X that she will ‘cheer’ on the company’s remaining team as they ‘continue to change the world.’