Campaign SpotlightPress Release

Campaign Spotlight: CaratLane releases rap anthem to celebrate the relentless spirit of its youthful workforce

MUMBAI, INDIA — CaratLane, India’s jewelry brand, has launched its very own rap anthem on YouTube, starring the employees in their natural element. The rap anthem is titled #YehHaiApnaTime, highlighting how the essence and spirit of the people are what make CaratLane so unique. The anthem goes on to showcase a glimpse of the fun and culture at their office.

The brand released the rap anthem to give a sneak peek into CaratLane’s work culture, to its consumer base and, to connect with like-minded people. While the treatment of the video is very fun, inclusive, and full of energy, the anthem also makes some strong statements that represent the overall brand values on omnipresence, priority of consumer experience, and being accessible, to name a few. The digital anthem recently created a buzz on Twitter as it trended in the top five conversations.


Talking about the catchy release, Avnish Anand, COO and Co-Founder of Caratlane, said, “The last 13 years have been nothing short of epic. They say it takes a village but for us, it’s been an army of soldiers who have given all their heart, grit, and determination in making every day and every year better than the other. From starting out in Chennai to now growing at a global scale, every milestone is a story of multiple heated (or passionate) discussions, the willingness to step into the unknown, the dedication to keep climbing mountain after mountain, and being uncomfortably excited about every possibility and challenge thrown at us (and unlimited cups of chai!).”

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