Campaign SpotlightPress Release

Campaign Spotlight: CaratLane encourages siblings to celebrate their unique bonds

MUMBAI, INDIA — CaratLane, India’s omnichannel jewelry brand, has launched a campaign celebrating the different unique bonds that siblings share, on the occasion of Rakhi. The campaign has been conceptualized and executed by BBH India.

This campaign is built on the brand’s strategy to identify the more micro reasons or occasions within the larger gifting contexts. CaratLane has known from multiple customer stories that rakhi is special to different siblings for different reasons. They could be in different countries, they could be sisters or they could be celebrating Rakhi together for the first time. In such highly emotional contexts, the brother or the sister want their sibling to feel on top of the world, making jewellery even more integral to the gifting thought.


Drawing from the multiple #MyCaratLane stories received over the years, CaratLane wants to showcase jewelry as a memorable gifting option that not only can be worn every day and stays with a person for a long time, but will also create a long-lasting and special memory in the minds of the customers.

“It’s a universal fact that no two sibling bonds are the same. Every relationship is unique and is threaded by different memories that make it so special,” Avnish Anand, COO and Co-founder of CaratLane said. “We wanted to capture the essence of this uniqueness through our campaign, inspired by our own lives and that of our customers. We’ve seen how our customers want to gift jewelry to make it extra special, memorable for a lifetime and something that symbolises the bond they share with each other.”

To mark this occasion, CaratLane has a specially curated Raksha Bandhan collection available on their website.

Client: CaratLane India Pvt. Ltd.
Agency: BBH India
CCO & CEO: Russell Barrett
Chairman: Dheeraj Sinha
Head of Strategy: Sanjay Sharma
Creative Team: Aarti Srinivasan, Khushali Bhansali, Rhea Kumar, Tanvi Jani, Radhika Subramaniam
Films/Production: Anil Sonwane
Business Team: Aalok Vashi, Anas Dalvi
Strategy: Radhika Burman
Production House: Floss Interactive
Executive Producer: Rahul Bhansali
Producer: Zeba Khan
Client servicing: Josvita Dias
Director: Sidharthshankar Shukla
DoP: Rahul Chauhan
Music & Vocals: Siddharth Chopra
LP: Manpreet Sandhu
Editor: Shubham Shrivas

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