Omni-channel jewellery brand CaratLane has launched a campaign promoting its range of Mangalsutras, conceptualised by Publicis Groupe India’s creative agency BBH India.
The campaign is themed ‘Everyday Vows’.
The film features a woman checking out Mangalsutras from CaratLane. Trying one on at the dressing mirror, she orders it online. Her husband asks her who it is for, implying that women generally wear just one. She says it is for her ‘sometimes driver’. He picks up the tablet she is using, selects one more Mangalsutra and asks who that is for. She replies that it is for her ‘Daily morning chai wala’. The playful exchange continues and he ends up asking which one is for him. She counters by asking him what he has done for her. The film thus celebrates the several everyday joys to be cherished in the life of a married couple, while showcasing the brand’s collection of Mangalsutras and encouraging women to have more than just one.
Parikshit Bhattaccharya, Chief Creative Officer, BBH India, said, “Our insight was clear – a woman should wear what she wants, not what she feels pressured to wear. So, we designed a campaign that beautifully brings out the essence of Caratlane’s Everyday Vows collection, ensuring it aligns with women’s lifestyle and attitude. It’s about embracing the beauty of everyday magic in relationships.”
Jennifer Pandya, VP Marketing of CaratLane, added, “We believe that every day is an opportunity to celebrate love, and a Mangalsutra is the perfect symbol. A modern woman chooses to wear a mangalsutra as a marker of all the little things her husband does to make her feel special, whether it’s making chai in the morning or being her support system. We’ve created a range of gorgeous lightweight diamond Mangalsutra in chains, bracelets, and rings to fit seamlessly into her lifestyle and add a touch of elegance to her every day.”
