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Tag: Mithun Sacheti

  • CaratLane Postcards: World’s first tech embedding video messages in jewelry

    CaratLane Postcards: World’s first tech embedding video messages in jewelry

    Mumbai: CaratLane, India’s leading omni-channel jewellery brand, has unveiled a new groundbreaking feature called Postcards, which leverages an innovative machine-learning technology, taking the brand’s promise of #KhulKeKaroExpress to the next level. It’s the world’s first-ever such service that lets users record heartfelt video messages and embed them into any CaratLane ring, which can be scanned by the recipient and relived forever.

    This jewellry-based tech innovation, conceived by co-founder and former MD of CaratLane, Mithun Sacheti, has transformed the entire gifting experience by adding a new, everlasting layer of expression.

    Talking about the launch, CaratLane co-founder & CTO Gurukeerthi Gurunathan said: “Enabling our users to express their emotions is our brand’s purpose. Over the last two years, our commitment to bringing Postcards to life has been through a tedious journey of constant trials, testing, and pushing the limits of technology. But the true beauty of Postcards doesn’t lie in the complex technology that powers this service. It lies in the seamlessness with which the user can attach their emotions to a ring, making it even more priceless.”

    CaratLane co-founder & CEO Avnish Anand added, “Most of our designs are chosen for gifting, and over the years, we’ve seen that a vast majority of those users take the effort of writing a special gift message. While a gift message or card is personal, it’s also very transient- most people we spoke to ended up misplacing or losing the card in a few months. On the other hand, when it comes to conveying true emotions, a video is far more impactful. We wanted to address this inherent need for making the gifting experience deeply personalised through a service that would let users save these memories eternally. And that paved the way for Postcards.”

    Launched just a week back, the service has already got everyone on social media talking about it. Over 400 plus people joined CaratLane’s rather bold teaser on Instagram by showing off their ring finger to the world. The brand also teamed up with Yashraj Mukhate to create a catchy song that summed up the Postcards experience and had everyone grooving to its tunes. The big launch culminated in the release of three heartwarming films conceptualised by BBH India. Each film carries a wonderfully warm story that’s bound to tug on the heartstrings of everyone watching.

    BBH India chief creative officer Parikshit Bhattaccharya stated, “Postcards is a great example of brand experience. It uses technology to add more heart to the experience. And it comes straight out of the brand’s line Khul Ke Karo Express. The three stories in the films hint at the emotional reservoir that this experience can unlock for people while gifting a ring with CaratLane. This innovation needed memorable communication and I feel the teams at CaratLane, BBH and Colour Palette Films have delivered it in spades. Toh Khul Ke Karo Express with Postcards from CaratLane.”

    CaratLane’s Postcards has phenomenally added a new dimension to gifting and self-expression, seamlessly blending emotions, and personalisation. Whether as a gift for others or a personal indulgence, it presents an exclusive and heartfelt way to express emotions in intimate relationships.

    Details about the innovation here – https://www.caratlane.com/postcards?utm_source=YouTube&utm_medium=Pagepost&utm_campaign=Jan2024_Postcards

  • CARATLANE PRESENTS SHAYA

    CARATLANE PRESENTS SHAYA

    Mumbai, September 25th, 2018- CaratLane – a Tanishq partnership announces its foray into silver jewellery with ‘Shaya’.
    Meet Shaya, CaratLane’s seriously badass sibling! The brand celebrates women who live life on their own terms, and are kicking ass in their own unique way. A go-getter at work, they call her “aggressive”. But she rarely thinks about what others have to say. She’s modern and Indian, yes she can be both. Not one to follow the herd, she makes individualistic choices – from her personal life, to the jewellery that she wears. Shaya’s collection of bold, statement making silver jewellery gives women plenty of differentiated design options to choose from, no matter the occasion.
    On the thought behind the launch, Mithun Sacheti, Founder and MD, CaratLane said, “We started Shaya because we realized that there was a huge gap in the market. Although gold and silver jewellery co-exist side by side in the Indian woman’s wardrobe, most of them feel that when it comes to silver, the options are fairly generic or too expensive. It was a natural fit for us because CaratLane’s mission is to democratise jewellery, and design differentiation is core to our brand DNA’’.
    Shaya launches with three key collections:

    • Wild Flower collection – a celebration of unconventional women who carve their own niche! Every design is named a woman whose spirit it truly embodies – from the Frida K Earrings to the Meryl S Earrings.
    • Shining Armour collection – a war cry for women to be their own knights in shining armour with bold designs reminiscent of ancient weapons, all named after Indian warrior queens and princesses.
    • Rani Udaymati collection – inspired by a fiercely independent and resourceful queen who built a monument for her king. The designs reflect the intricate details of the monument that she built – Rani ki Vav.

    Crafted in 925 sterling silver, the range starts from Rs. 600 and goes up to Rs. 11,000.

  • Lowe Lintas adds sparkle to Caratlane’s #GetDiwaliReady

    Lowe Lintas adds sparkle to Caratlane’s #GetDiwaliReady

    MUMBAI: During Diwali, online or retail brands in any category be it apparels or malls or real estate or automobiles and even jewellery are vying for attention saying ‘buy me’ by offering discounts and cashbacks.

    The online jewellery market is pegged at Rs. 8-10 billion market. It is growing five times more in comparison to its offline competitors. In a cluttered festive environment, the campaign #GetDiwaliReady conceived by the Mumbai office of Lowe Lintas aims to touch the hearts of millennials and encourages them to buy jewellery online. CaratLane, a Tanishq partnership, is aiming to take a larger share of the pie as they are entering their next level of growth with this campaign.

    Lowe Lintas president Anaheeta Goenka, “It was an interesting business challenge given to us. Create a consumer pull for modern everyday jewellery and build a human connect with the brand. The current generation values the relationships made away from the family – be it a place where they stay or a place where they work. And, thus was born the campaign idea of new “families.”

    CaratLane founder and CEO Mithun Sacheti says: “Our campaign celebrates the precious relationship that we build outside our family, in our newly set-up social ecosystems, who become our extended family. “

    Lowe Lintas executive director (creative) Akash Das: “There are many people who won’t be able to go home to celebrate Diwali.  Our script is about the friendships they have nurtured in a place away from ‘home’.”