Campaign India Team
Aug 24, 2021

Well-wishers ask gifters to stop mining for perfect choices and #GiftACaratLane

Watch the film conceptualised by BBH India

CaratLane has launched a campaign to help users up their gifting game, with its range of jewellery for every occasion. Conceptualised by BBH India, the film is titled #GiftACaratlane and encourages gifters to shop CaratLane’s products online. 
The film traces the journey of a husband-wife duo Rohan and Sakshi, who are about to celebrate their fourth anniversary. Having been a lousy gifter, Rohan turns to his friends to help him pick the perfect gift for his wife. One of his friends then suggests that he buy something from CaratLane online, which offers a home trial, to better enable one to see the product in person and finalise. He then wears the different earrings he picks himself and asks his friends for their opinion. He hands the box to his wife, who loves the gift and thanks him for his choice. 
Avnish Anand, COO and co-founder, CaratLane, said, “Jewellery gifting has the highest emotional payoff yet the most difficult to get right. Finding a design that will be delivered on time and will be loved by the recipient is very stressful. The ‘worst gifter’ was born out of consumer stories, that a lot of the jewellery gifts that people receive end up in their lockers, as they are mostly gold coins or designs that they don’t like. Even some of the non-jewellery gifts leave a lot to be desired. We want to create a great experience for the gifter by crafting designs which are beautiful and affordable, while services like 24-48 hour delivery, CaratLane Live and the 15 day easy exchange, help them to pick a gift confidently.”
Russell Barrett, CCO and CEO, BBH and Publicis Worldwide, said, "All of us have been Rohan - 'the worst gifter' at some point of time in our life. The film is a light take on husbands and their penchant for odd gifts when all this could be easily avoided with CaratLane’s promise of high-quality, accessible jewellery. The idea has wide shoulders and can give us so many opportunities to tell compelling stories across platforms and media.”
Client: CaratLane India
Agency: BBH India
CCO and CEO, BBH India and PWW India: Russell Barrett
CEO, BBH India and PWW India: Subhash Kamath
MD, BBH India: Arvind Krishnan
Head of Strategy and MD, BBH-PWW India: Sanjay Sharma
Creative Team: Deep Chhabria, Aggremma Sethi, Shelton Dsouza, Radhika Subramanian
Head of production (agency): Rahul Kulkarni
Business team: Sarita Raghavan, Waebhav Yadav, Richa Priyadarshni
Strategy: Purvi Mistry
Lyricist: Aggremma Sethi
Production house: Utopia Pictures 
Producer: Surashmi Basu
Director: Suraj Wanvari
DoP: Ayananka Bose
Campaign India

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

2 days ago

Goafest 2024 set to host creativity experts while ...

The 17th edition of the festival will host over 50 speakers and entertainers across 20 sessions in addition to more than 15 masterclasses.

2 days ago

Havas Worldwide retains Durex creative duties

As reported earlier by Campaign India, the pitch had several big-ticket agencies vying for the plum account alongside the incumbent.

3 days ago

Clear Premium Water’s commercials champion ...

The series highlights the bottled water brand’s efforts to encourage conscientious consumption and environmentally sustainable practices, while shedding light on the issue of counterfeit products.

3 days ago

India bags 8 pencils and 10 shortlists at D&AD 2024

BBDO India earns one of four White Pencils given out this year for making a difference in the industry.