Mumbai: CaratLane, a Tata product and India’s leading omnichannel jewellery brand, has unveiled Bappancha Ashirwaad, its latest regional short film — following the huge success of its Teej campaign for Uttar Pradesh. With this release, the brand takes its celebrated engagement narrative to Maharashtra, strengthening its connection with the state’s culture and people.
Developed in partnership with BBH India, Bappancha Ashirwaad places a modern proposal story against the lively backdrop of local festive celebrations, while keeping the focus on the gentle encouragement that inspires couples to commit. By weaving regional flavours into a universal love story, CaratLane aims to build deeper resonance with audiences in Maharashtra.
Saumen Bhaumik, Managing Director, CaratLane, said, “At CaratLane, we believe that love stories are best told in the language of the heart, the mother tongue! With this ‘Bappancha Ashirwad’ film, we are delighted to be celebrating the unique culture and traditions of Maharashtra, weaving the joy of a proposal with the spirit of Ganesh Chaturthi! As a brand, we want to help couples make their special occasions really unforgettable. That magical moment when time stands still, nothing else seems to exist — we are privileged to be part of such rare expressions.”
The campaign will premiere across CaratLane’s social channels, YouTube, and in-store screens. Influencers and content creators from across Maharashtra will further amplify the story. Together, these regional narratives are part of the brand’s larger effort to connect meaningfully with customers across India’s diverse cultures while keeping love and commitment at the heart of the message.
Parikshit Bhattacharya, Chief Creative Officer, BBH India, added, “‘Bappancha Ashirwaad’ takes the gentle push of The Nudge and lets it breathe in a fresh language and setting. The emotion is universal, but the streets and sounds are unmistakably local. We hope viewers see their own journeys reflected in this simple invitation to say yes.”
Customers can explore over 400 beautiful engagement rings starting at ₹25,000 online at www.caratlane.com or experience them in person at their nearest CaratLane store.
