Kolkata: CaratLane, in collaboration with its creative partner BBH India, has unveiled its new Pujo campaign for West Bengal, “Mayer Aashirbad.” The campaign redefines Durga Puja as the ultimate moment for a heartfelt proposal, blending tradition, art, and romance while positioning CaratLane’s elegant proposal rings as the perfect symbol of commitment.
According to Saumen Bhaumik, Managing Director, CaratLane, the vision behind the campaign was to connect with people on a deeper, more personal level. “Love, romance and proposal are matters of the heart. We believe a proposal comes from the heart, on your own terms, in your own time, free flowing, and spontaneous—like an unforgettable melody. The film ‘Mayer Aashirbad’ attempts to capture that beautifully honest moment cinematically in the backdrop of Durga Pujo—the biggest event in Bengal. The medley of Rabindra Sangeet and folk melodies truly brings this story to life. Just to say that the most meaningful moments of love are simple, sincere, and made to last.”
Breaking away from conventional advertising, the three-minute film takes a bold creative route, focusing on visual and emotional storytelling rather than product-centric communication.
Parikshit Bhattacharya, Chief Creative Officer at BBH India, explained, “The idea was simple: Durga Pujo is already a love story – between people, rituals, and memories. With ‘Mayer Aashirbad’, we simply added a proposal ring to the climax.”
The campaign film has been brought to life by acclaimed filmmaker Bauddhayan Mukherji of Little Lamb Films, known for his lyrical and sensitive storytelling. Blurring the lines between cinema and advertising, Mukherji described his vision as capturing “visual poetry with human truth.” He added, “Not every film, or every filmmaking process is an experience. This CaratLane film ticks the boxes on both counts. How often have we seen a musical in Indian advertising? I must thank the team at BBH for writing something as unique as this and the brand team at CaratLane for having faith in it. My task was the easiest. I just had to realize their vision. I really hope Bengalis all over the world connect with the film.”
Music forms the emotional core of the film, with a soul-stirring score by legendary composer Debojyoti Mishra. The soundtrack blends timeless Rabindra Sangeet with folk melodies, enriched by the voices of Mekhla Dasgupta and Chirantan Banerjee. Their vocals weave together nostalgia and freshness, perfectly complementing the chemistry of the protagonists, played by Ayoshi Talukdar and Subhrojit Saha.
Set against the vibrant backdrop of Durga Puja, the narrative unfolds musically across key days from Shoshthi to Doshomi. Iconic rituals like pushpanjali, dhunuchi naach, bhog, and the emotional climax of shindoor khela are reimagined with cinematic warmth and intimacy. The story gently builds to a poignant proposal, with CaratLane’s proposal ring symbolizing love, tradition, and commitment.
By blending festive nostalgia with a modern love story, CaratLane’s “Mayer Aashirbad” goes beyond advertising to deliver an emotional experience. It captures the spirit of Durga Puja, while celebrating romance and cultural pride, making it a campaign that promises to resonate deeply with audiences across Bengal and beyond.
