CaratLane, an Indian jewellery brand, has teamed up with BBH India to launch the ‘First Salary 2.0’ campaign.
This campaign is dedicated to celebrating the momentous occasion of receiving one’s first salary, which marks a significant milestone in adulthood. CaratLane seeks to enhance the significance of this event by highlighting how jewellery can serve as a meaningful gift to express gratitude towards cherished individuals.
Watch the film here:
With the relaunch of this campaign, CaratLane has also collaborated with 50+ creators across Instagram, LinkedIn and YouTube to highlight what they did with their first salary, whether they took a vacation or they bought a piece of jewellery for their family. The campaign messaging reflects on how our mothers always put us first and now it’s our turn to return the love. CaratLane aims to tug at the heart strings and show consumers how a memorable occasion such as making a first salary purchase can also double up as a touching gesture towards your most special people.
Talking about the relaunch, Jennifer Pandya, VP Marketing of CaratLane, said, “As a brand, we are always looking at all the smaller yet significant moments in our lives where jewellery can help us express our emotions better. In a country like India, education and getting a job is paramount to establishing success early on in life. It has become all the more important to mark this occasion with something special and memorable. It is about the moment when the child feels ready to stand on their own feet and the roles start to reverse between them and their parents. It’s a rite of passage! A beautiful moment between a mother and her child which we have highlighted in the film is a homage to this very emotion.”
Sharing the agency’s approach towards bringing the campaign to life, Arvind Menon, Executive Creative Director, BBH India, said, “Who is the greatest mentor giving some of the simplest work advice? Mom. Who is that late-night work buddy who always stays up with you? Mom, again. So, doesn’t your first salary moment belong to her as much as you? We weaved a story around this insight as Kittu, our charming protagonist, is struck by this realisation that prompts her to surprise her Ma with a beautiful first salary gift from CaratLane.”
