Mumbai: CaratLane – A Tata Product, an omni-channel jewellery brand, has unveiled a new campaign film for its ‘Kaashika’ collection, drawing inspiration from the cultural richness, architectural grandeur and enduring spirit of Kashi (Banaras).
Crafted in 14KT gold and natural diamonds, the Kaashika collection reinterprets intricate temple motifs, artisanal textures and heritage design elements through a contemporary lens. These elements form the visual foundation of the campaign film, which seeks to capture the essence of Banaras through jewellery, music and cinematic storytelling.
The film features the evocative track ‘Tum Tak’, a song closely associated with the spirit of Varanasi. Woven into the narrative, the music brings an emotional dimension to the film, combining nostalgia and romance while reinforcing the campaign’s connection to the city.
Shot across the streets of Banaras, the film captures the city’s iconic ghats, sacred temples, bustling gullies and quieter moments of everyday life. The visual narrative seeks to portray Kashi as timeless, intimate and richly textured, while reflecting the inspiration behind the Kaashika collection.
The campaign also underlines CaratLane’s focus on Uttar Pradesh as an important and emerging market, using the cultural identity of the region as a foundation for its storytelling.
Saumen Bhaumik – Managing Director, CaratLane, said, “Kaashika reflects our belief that great design is inspired by culture and brought to life through storytelling. Kashi has an unmistakable soul, and ‘Tum Tak’ captures its emotion like few songs can. Bringing the two together allowed us to create a campaign that celebrates the city’s heritage in a contemporary and deeply evocative way.”
Through the Kaashika campaign, CaratLane brings together jewellery design, music and location-led storytelling to present a contemporary interpretation of Kashi’s heritage, while strengthening its connection with consumers in Uttar Pradesh.
