Valentine’s Day is for everyone

CaratLane launches the Love it or Hate it, campaign 

There are two kinds of people in this world. Those who love Valentine’s Day and those who absolutely hate it! 

CaratLane, India's leading Omni-channel jewellery brand, has launched its digital campaign, Love it or Hate it, in an attempt to make Valentine’s Day special for everyone. CaratLane honours the strong bond between a couple, mother-daughter and sisters with three very relatable films, a renewed take on celebrating our closest relationships this Valentine’s Day. The campaign has been conceptualised and executed by BBH India.

Jennifer Pandya, VP Marketing of CaratLane sheds light on the idea behind this refreshing concept, “The campaign was born out of hundreds of Valentine's gift messages written by our customers that said something on the lines of, I Hate Valentine’s Day, but I love you more. 

That powerful, selfless feeling of wanting to do something special for the ones that matter to you has been the fuel behind our campaign. We hope that this campaign encourages many more people to bring a smile to their loved ones face this Valentine’s Day.” 

“We also did not want to restrict the scope of such a beautiful occasion. Why not celebrate the love in all our closest relationships and keep the actual essence of Valentine's Day alive?” she added. Talking about the launch, Avnish Anand, COO and Co-Founder of CaratLane said, “As a brand, we have been witness to how our country has been celebrating Valentine’s Day in the last few years. We’ve seen more stories about how daughters have received jewellery on February 14th though their mum isn’t a fan of this day.

We’ve realised that people need an excuse to gift and celebrate the love they have for someone in their life. And what’s unique about these stories is that it’s beyond the stereotypical couple gifting and extends to sisters, mother-daughters, aunts-nieces, etc. 

Through our 3 films, we wanted to highlight this beautiful insight and we’ve also curated special designs that make it easier for our customers to select thoughtful gifts.” 

Speaking about the genesis of the campaign idea Aarti Srinivasan, ECD, BBH India said, “Most advertisements about Valentine’s Day showcase people who absolutely love and celebrate the day in an over the top way. But in reality that’s not always the case. So for this year’s campaign, we explored a contrarian and a more real take by telling stories of those who aren't fans of this day. However, is there anyone who hates a great gift? Hardly. 

Especially, if they’re beautifully designed, modern jewellery from CaratLane. Kudos to the creative team- Rohan Mathew, Khushali Bhansali and Radhika Subramanian for bringing the insight alive with such warmth. And director, Karthik Bhat for adding the magic of storytelling. We hope the campaign rings true to many and gets all the love" 

The campaign will be launched digitally in line with CaratLane’s strategy to drive the discovery of its brand online. The entertaining film will not only bring a smile to the face of the audience but will also get them to #GiftACaratLane.