MUMBAI: When it comes to jewellery, Caratlane has truly turned over a new leaf. The Tata-backed jeweller has launched its latest festive line, ‘Peepal’, just in time for Dhanteras, drawing inspiration from the serenity and symbolism of the sacred fig tree.
The designs shimmer with diamonds and green alpanites, carefully set in 14 karat and 18 karat yellow gold with delicate touches of green rhodium, echoing the natural elegance of the leaf. A launch film captures the mood with diya-lit visuals around a peepal tree, underscoring its deep cultural significance in Indian tradition.
“Jewellery is more than adornment,” said Caratlane managing director Saumen Bhaumik. “The peepal leaf, long revered as a symbol of divinity and new beginnings, felt like the perfect muse for pieces that are festive, versatile and timeless.”
True to its ethos of fusing heritage with contemporary design, Caratlane has crafted a collection that promises to shine as brightly at daily brunches as at Diwali soirées. Adding sparkle to the launch, customers can bag free gold coins on purchases starting from Rs 15,000.
Founded in 2008 and now with over 330 stores worldwide, Caratlane continues to marry modern design with Indian sentiment, proving once again that tradition and trend can sit beautifully side by side.
MUMBAI: When love meets Pujo, sparks fly louder than dhak beats. Caratlane has dropped a new festive film that transforms Durga Puja into the most romantic stage for a proposal, complete with sindoor, Rabindra Sangeet, and one unforgettable ring.
The campaign, titled ‘Maayer Aashirbaad’, is conceptualised by BBH India and directed by award-winning filmmaker Bauddhayan Mukherji of Little Lamb Films. At its core is Caratlane’s elegant proposal ring, unveiled as the ultimate symbol of commitment, timed to match the emotional crescendo of Bengal’s grandest celebration.
Music drives the entire storytelling. Composed by Debojyoti Mishra, the score is a soul-stirring medley that blends timeless Rabindra Sangeet with earthy folk melodies. Sung by Mekhla Dasgupta and Chirantan Banerjee, the tracks double as dialogue, with lyrics becoming playful exchanges between the protagonists, actors Ayoshi Talukdar and Subhrojit Saha. Their chemistry carries the love story from Shoshthi to Doshomi, across iconic moments like Anjali, Dhunuchi Naach, and Bhog.
The film reaches its high point during Doshomi’s sindoor khela, where the male lead drops down on one knee in a cinematic proposal. The ring gleams not just as jewellery but as a promise rooted in tradition yet charged with spontaneity. It’s the kind of moment that lingers, much like the colours of Pujo itself.
For BBH India, CCO Parikshit Bhattacharya the festival was always a love story waiting to be framed. “Durga Pujo is already about romance, rituals, and memories. We wanted to set one more love story against that backdrop,” he said, emphasising how cultural truths create deeper brand narratives.
Caratlane MD Saumen Bhaumik echoed that sentiment, noting that proposals are “matters of the heart free flowing, spontaneous, like a melody.” By weaving music, ritual and romance, the campaign aims to move beyond standard jewellery ads into something more heartfelt and enduring.
With its lush visuals, rich soundscape, and a story that plays out as much in the heart as on screen, Maayer Aashirbaad isn’t just a campaign, it’s a proposal wrapped in the colours, chaos, and cadences of Pujo itself.
MUMBAI: Caratlane – A Tata Product, has launched two celestial-inspired festive collections, Sol & Luna, capturing the essence of new beginnings with stunning craftsmanship in gold and diamonds. Timed perfectly for regional new years and Akshaya Tritiya, these collections symbolise prosperity, transformation, and timeless elegance.
Caratlane, CEO & MD Saumen Bhaumik, shared his excitement, “At Caratlane, we’re committed to making stunning jewellery. This festive season, we’re bringing 2 distinct collections – Sol and Luna, deeply symbolic of blending celestial grandeur embraced with prosperity and auspiciousness. Sol, the dawn of your brilliance is a tribute to new beginnings and endless possibilities. Inspired by the moon’s ever-changing beauty, Luna is a tribute to every phase of you. These collections perfectly reflect our vision of high-jewellery craftsmanship and everyday elegance, designed to be effortlessly wearable at accessible price points.”
Sol – Crafted in 18KT yellow gold, SIFG diamonds, and special-cut yellow gemstones, Sol draws inspiration from the golden hues of sunrise, symbolising the brilliance of fresh opportunities.
Luna – Reflecting the ever-changing phases of the moon, Luna’s intricate diamond-studded 18KT gold designs embody elegance, resilience, and transformation.
Caratlane is ensuring a high-impact debut for Sol and Luna, leveraging its IPL associate sponsorship with Star Sports HD and JioHotstar to showcase its designs to millions. The campaign is further amplified through strategic OOH placements and newspaper ads across The Times of India network.
Starting from Rs 20,000, the Sol and Luna collections are now available online at Caratlane stores, and via the brand’s Try-at-home service. As part of a limited-time festive offer, customers will receive a 0.5gm gold coin on every Rs 30,000 purchase.
With its celestial-inspired brilliance, Caratlane’s Sol and Luna collections are set to redefine festive jewellery this season.
MUMBAI: Caratlane a Tata product, has launched Eternity, a stunning collection of diamond-studded tennis bracelets, necklaces, and earrings designed to bring luxury into everyday life. Crafted for both comfort and elegance, the collection reimagines classic jewellery with a modern touch.
Aimed at those who appreciate iconic style without compromise, Eternity makes high-end jewellery more accessible, offering a seamless blend of refinement and wearability. The collection’s flexible diamond settings ensure effortless movement, creating a fluid, lightweight feel.
Caratlane CEO & MD Saumen Bhaumik said, “With Eternity, we have redefined a timeless classic, ensuring it meets the needs of today’s wearer. This collection is sophisticated yet practical designed for those who seek elegance without sacrificing comfort.”
Designed to be worn alone for understated charm or layered for a bold statement, the Eternity collection is a tribute to enduring beauty and effortless luxury.
Mumbai: ‘Postcards- Khul Ke Karo Express’ produced by Colour Palette Films for CaratLane and the agency BBH, was awarded the best film in the ‘Fashion and Accessories’ category at the prestigious International Advertising Association- (IAA) India Chapter- Awards this year.
The core of the film is the tender relationship between a mother and son. Colour Palette Films worked closely with the agency creatives on the nuances of the script and the characterisation before the production stage. Strong performances, sensitive storytelling, soft lighting, a bittersweet music track and a warm, textured visual palette bring the film alive, making it emotionally impactful for the viewers.
The film series, conceptualised by BBH India and directed by Arunima Sharma, showcases the unique feature of embedding video messages in CaratLane jewellery, revolutionising the gifting experience and providing customers with a novel way to express their emotions through jewellery. The Postcards campaign, which features three different heart-warming stories across three films, beautifully captures the essence of relationships and emotions, offering viewers a heartfelt experience that transcends traditional gifting.
“Khul Ke karo express” executive producer & Colour Palette Films Sayan founder Banerjee expressed his views on the project, saying, “The partnership with CaratLane proved to be a creatively fulfilling endeavour for our team. We were deeply moved by the emotional richness of the scripts, and we committed ourselves to vividly portraying these narratives. The music contributed significantly, and the use of the sarangi elevated the overall storytelling. The casting process was paramount for this film, which explores the profound emotional connection between a mother and her son. Komal Chhabria brought a touching softness, vulnerability, and authenticity to the role of the mother, while Eklavya’s portrayal of the son resonated with genuine subtlety, making his performance particularly impactful.”
Colour Palette Films is founded by Banerjee, a seasoned professional with over 12 years of experience in feature and advertising film production who has gained recognition for his exceptional work in producing commercials and feature films. With a track record of working with prestigious production houses like Excel Entertainment and Maddock Films, Sayan has line-produced major feature films such as Rock On 2, Finding Fanny, and Bangistaan.
His expertise extends to television commercials, having line-produced ads for renowned brands such as UC, Uber, Kerovit, Amazon, Muscle Blaze, Samsung and Horlicks. Sayan’s career highlights include collaborating with acclaimed producers like Ritesh Sidhwani, Farhan Akhtar and Dinesh Vijan- apart from producing successful advertising campaigns for brands like L’Oréal Paris, CaratLane- A Tanishq Partnership, HDFC Ergo, Vivo and many more, under his production house Colour Palette Films.
Sayan added, “My extensive experience in commercial Hindi film production really helped me understand the nuts and bolts of production early on, making my advertising production highly method-oriented, meticulous and cost-effective while not compromising on quality. The team you put together is one of the most important aspects of a producer’s job. We, at Colour Palette Films, believe in empowering the talent we hire to deliver their best and we strive to elevate the brand’s earlier films by a notable degree.”
His recent productions include the highly successful ‘Worth It’ campaign by L’Oréal Paris featuring Alia Bhatt and the recent Everyuth campaign. Colour Palette Films helped elevate the L’Oréal Paris campaign by putting together an exceptional team that delivered global standards of cinematography, production design and post-production, contributing to the campaign’s overall scale and sophistication.
Mumbai: Moneyview, a financial services platform, is enhancing its offerings by introducing digital gold in partnership with CaratLane, an omni-channel jewellery brand. This collaboration aims to simplify gold investments by providing a user-friendly platform for consumers to buy, sell, and store gold digitally. Moneyview’s customers will have access to high-quality 24K gold, ensuring purity and transparency.
Gold has long been a key investment for Indians, but traditional gold investments come with high entry barriers and storage challenges. Digital gold enables fractional ownership, making it accessible to a broader audience. With a low entry ticket size, it reduces the financial burden of traditional gold investments, presenting a more appealing savings option. Moneyview and CaratLane are poised to transform the digital gold investment landscape in India, offering a reliable way to invest in this enduring asset.
Speaking about the partnership, Moneyview CBO Sushma Abburi said, “As we evolve in our multi-product journey, our mission is to provide access to different savings and investment options for our customers for them to manage and grow their finances efficiently. Our partnership with CaratLane allows us to offer a trusted and accessible gold investment option that resonates with India’s evolving digital consumers. Our partnership has come at the right time considering the festive season in India begins, a period known for increased gold investments. We are excited to provide an effortless digital gold experience, ensuring that our customers have more choices when it comes to securing their financial future. This partnership strengthens our position as a leading platform providing safe and secure investment options in one app.”
CaratLane COO Atul Sinha commented, “The whole point of building the digital gold business is to provide a simpler, cost effective solution to consumers who buy and gift gold for future jewellery purchases. Today most of such customers buy gold coins. This partnership can give those digital gold buyers an option to redeem that gold for beautiful jewellery. We feel that we can combine our capabilities and provide a wonderful experience and great value to Moneyview’s customers.”
This partnership enhances Moneyview’s SuperApp by integrating the flexibility of digital gold investments while reinforcing its commitment to providing Indians with a range of cutting-edge financial solutions under one roof.
Mumbai: CaratLane, an omnichannel jewellery brand, has launched its festive edit for Diwali, featuring a variety of jewellery designs for different styles. This curation includes pieces made from diamonds and gemstones, aligning with the brand’s philosophy – #KhulKeKaroExpress.
The designs celebrate individuality, encouraging women to express themselves through their jewellery choices. The range blends contemporary style with festive charm, making it easier for customers to find pieces that suit their preferences.
This year, CaratLane also aims to leverage growing consumer interest in gold jewellery following a customs duty drop in July. The introduction of ‘Everyday 22KT’ gold, designed for the modern woman, reflects CaratLane’s commitment to offering versatile and expressive pieces.
CaratLane CCO Atul Sinha shared, “At CaratLane, jewellery is not just adornment—it’s a means of self-expression. With Festive Edit, we’re offering a diverse selection of designs that allow every woman to showcase her true personality and style, whether through diamonds, gemstones, or our newly introduced ‘Everyday 22KT’ Gold. This modern take on 22KT gold is perfect for today’s women who want to blend tradition with modern style.”
To bring this concept to life, CaratLane has launched a Diwali film that simply, yet beautifully highlights how women use jewellery as a powerful tool for self-expression. The film’s message, “Suni sabki, par kari apne mann ki”, perfectly captures the spirit of the curation—inspiring women to be unapologetically themselves and being unfazed by societal expectations.
“To differentiate CaratLane during the festive season, we loved the idea of highlighting the purpose of its jewellery as a medium of self-expression. Each stunning piece of jewellery becomes a reminder to express yourself authentically, rise above any criticism or negativity, and do only what feels right to you. Continuing from the successful “Wear Your Wins” initiative a couple of months ago, we hope this narrative resonates with women,” said BBH India CCO Parikshit Bhattaccharya.
To make the season even more exciting, CaratLane is offering 100 per cent off on making charges on 4000-plus stunning diamond designs, making it the perfect time to turn festive wishes into reality.
Mumbai: India’s omnichannel jewellery brand, CaratLane – a Tanishq partnership, has launched its latest collection, bringing iconic Disney stories closer to home, in the form of wearable art. With over 80 adorable designs, this collection celebrates beloved characters and stories from Disney’s Mickey & Friends and Winnie the Pooh to Disney Frozen and Disney Princess, appealing to young teens and women. Just in time for Raksha Bandhan, the collection makes the perfect gift to celebrate childhood memories.
Inspired by Disney’s classic stories, this extensive range features contemporary and intricate designs that embody the diverse personalities and nuanced qualities of the beloved Disney characters. Combining Disney’s timeless storytelling with CaratLane’s craftsmanship, the collection offers wearable art perfect for young fans. Standout designs include the “Disney Cinderella Magic Heels Pendant,” “Disney Mickey Mouse Personalised Necklace,” “Disney Frozen Snowflake Pearl Necklace,” and the “Disney Little Mermaid Diamond Star Ring”.
Each piece is designed to evoke nostalgia, allowing fans in India to celebrate their favourite characters and cherished tales with jewellery cast in 14 KT gold, embellished with diamonds, enamel, gemstones, and pearls, with prices starting from Rs 5000.
As Raksha Bandhan approaches, this collection offers a perfect gifting option, celebrating the cherished bond between siblings with enchanting pieces.
CaratLane VP marketing Jennifer Pandya said, “We’re thrilled to weave Disney’s timeless storytelling into our latest collection, allowing customers to wear jewellery inspired by their favourite characters every day. This enchanting collection allows us to become relevant to teens and tweens, along with their mothers.
Leading up to the festival of Raksha Bandhan, this Disney-inspired collection is a wonderful addition to the CaratLane designs, making for thoughtful and memorable gifts that symbolise love and protection.”
Mumbai: #WearYourWins, a campaign recently launched by CaratLane, celebrates women recognizing and rewarding their achievements. The campaign encourages women to acknowledge every win, big or small, with the new PEAK collection. Featuring Cannes-famed content creator content creator Nancy Tyagi, the collection includes the unique ‘Everest Cut,’ symbolising each step of the wearer’s journey to success.
Indiantelevision.com caught up with CaratLane’s vice president – marketing & brand, Jennifer Pandya to gain deeper insights about their latest campaign and marketing strategies.
Edited Excerpts:
On the marketing strategies behind the #WearYourWins campaign
Enabling our customers to express themselves is our brand purpose. While most women are quick to appreciate their loved ones and their achievements, they are hesitant to acknowledge their wins – whether personal or professional. According to a study* we did with Quantum, only three out of ten women celebrate their wins. As a brand that champions expressions, we wanted to urge women to stop undermining their wins. Rather, we want them to acknowledge and reward themselves for these wins. We see this as a cultural movement rather than a campaign.
*Based on an external study by Quantum: 28-45 years old, NCCS A, female category buyers only.
On “Peak” collection’s unique features compared to other collections at CaratLane
PEAK collection was launched to celebrate the women’s story of strength, resilience, & the unseen journey to success. This collection is crafted with White Quartz and Amethyst and has incorporated the facets from the CaratLane logo and brand colour.
Peak collection features a unique (first of its kind) mountain-inspired Everest Cut as a testament to the journey of small or big milestones, shaping each stone into a symbol of success.
On ensuring the campaign appeals to both men and women and the strategies used to target these different demographics
CaratLane’s revenue growth strategy focuses on three main segments: women buying jewellery for themselves, women gifting other women, and men gifting women. The largest segment is women buying jewellery for themselves.
The idea was to create a cultural movement where women rewarded their wins by gifting themselves. More conversations will build confidence and trust, leading more men and women to discover the CaratLane brand. Further for men, we launched Postcards – where you can embed your video in the jewellery (rings category).
On the origin of this collaboration and Nancy Tyagi being the perfect fit for this campaign?
We have been working with content creators for a while and wanted to participate in the Cannes Festival because we knew many influencers would be there. When Nancy’s team reached out to us, what resonated with us was – her story. CaratLane has always been about accessibility, being the first brand to launch affordable diamond jewellery in the country. We want everyone to wear jewellery and have equal access to great diamond designs.
The collaboration with Nancy Tyagi, during Cannes, exemplifies this strategy. Supporting Nancy’s dream aligned perfectly with our brand values, highlighting CaratLane’s focus on accessibility and affordability. This partnership transitioned into the brand’s #WearYourWins campaign, celebrating women rewarding themselves for their wins.
On celebrities and influencers differing in their impact on conversions for CaratLane
Most of our marketing strategies are to achieve two key business objectives – building desire and driving conversion. Collaborating with influencers and celebrities who are known to share authentic feedback and offer good styling tips helps build trust. We also use user-generated content (UGC) and consumer reviews to build advocacy, resulting in better conversions.
Both these approaches allow CaratLane to connect with its audience on a personal level, leveraging the stories and experiences of its consumers.
Mumbai: CaratLane has launched a heartfelt cultural movement with its campaign #WearYourWins. The latest campaign from CaratLane aims to empower women by encouraging them to reward every win – big or small, professional or personal. Often, women work tirelessly for these wins but may hesitate to acknowledge them. CaratLane believes that regular recognition of these accomplishments will not only boost confidence but also inspire women to achieve higher goals. Through this campaign, CaratLane seeks to raise awareness and encourage women to own and reward themselves for their wins.
The campaign features content creator and designer Nancy Tyagi who made headlines by walking the red carpet at the Cannes Film Festival wearing an elaborate, self-stitched gown and stunning CaratLane jewellery. The brand also launched its first collection ‘PEAK’ to epitomise this campaign. The ‘PEAK’ collection was crafted to reward each step of the wearer’s journey to success. The collection features a unique (first of its kind) mountain-inspired ‘Everest Cut’ as a testament to the wearer’s journey trials and wins, shaping each stone into a symbol of success.
Talking about the launch, CaratLane VP of marketing Jennifer Pandya said: “Enabling our customers to express themselves is our brand’s purpose. While most women are quick to appreciate their loved ones and their achievements, they are hesitant to acknowledge their own wins, whether personal or professional. According to a study* we did with Quantum only 3 out of 10 women celebrate their wins. As a brand that champions expressions, we wanted to urge women to stop undermining their wins. Rather we want them to acknowledge and reward themselves for these wins. We see this as a cultural movement rather than a campaign.”
It has been conceptualised and conceived by BBH India. BBH India chief creative officer Parikshit Bhattaccharya stated, “Research has confirmed some disheartening facts. Women discount their own effort; they don’t acknowledge their own achievements, and they don’t celebrate their own wins enough. CaratLane is a trailblazing brand in the way it conducts its business and in what it enables through its many innovations. It is only fitting that it is the first jewellery brand to inspire women to celebrate their victories through Wear Your Wins. The initiative comprises a film, social interventions, and many more executions to inspire women to adorn their wins with jewellery – like dazzling tattoos as reminders of wins that are important to them,”
CaratLane’s #WearYourWins campaign has added another dimension to self-expression, seamlessly blending acknowledging achievements and rewarding oneself for their wins.
*Based on an external study by Quantum: 28-45 years old, NCCS A, female category buyers only.
