Mumbai: CaratLane, a TATA product and one of India’s leading omni-channel jewellery brands, has launched its latest festive campaign celebrating Teej, with beloved television couple Divyanka Tripathi Dahiya and Vivek Dahiya as the face of the film. The emotionally-rich campaign reflects the festival’s cultural essence while reinforcing the brand’s growing regional presence in North India.
Set against the backdrop of Teej—a festival deeply rooted in tradition across Rajasthan, Uttar Pradesh, Delhi, Haryana, and Bihar—the film beautifully highlights the quiet strength of love in marriage, cherished rituals, and the joy of thoughtful gifting. Through a gentle narrative, the couple brings alive the meaning of Teej by capturing intimate moments that resonate with modern Indian couples.
Shaifali Gautam, CMO, CaratLane, shared, “Our festive campaigns at CaratLane are always rooted in emotion, cultural insight, and evolving consumer behaviour. Teej is a cherished occasion for our North Indian customers—a festival that beautifully blends devotion, nostalgia, and togetherness. With Divyanka and Vivek leading this narrative, we aim to create a moment that feels both intimate and relatable. This campaign also strengthens our footprint across North India, especially Uttar Pradesh, where we’re seeing incredible brand affinity among younger couples and gifting audiences.”
The campaign also showcases CaratLane’s festive-ready range of gold and diamond jewellery, subtly reminding husbands that small, meaningful gestures—like gifting a thoughtfully chosen piece—can leave a lasting impact. With over 50 stores already established in North India and more in the pipeline, CaratLane continues to bridge traditional values and modern aesthetics through every festive celebration.
