GJ Town India

  The Beauty of Commitment with a Marathi short film Twist   CaratLane, a Tata product and India’s leading omnichannel jewellery brand, has unveiled Bappancha Ashirwaad, its latest regional short film- following the huge success of its Teej campaign for Uttar Pradesh. With this release, the brand takes its celebrated engagement narrative to Maharashtra, strengthening its connection with the state’s culture and people.   Developed in partnership with BBH India, Bappancha Ashirwaad places a modern proposal story against the lively backdrop of local festive celebrations, while keeping the focus on the gentle encouragement that inspires couples to commit. By weaving regional flavours into a universal love story, CaratLane aims to build deeper resonance with audiences in Maharashtra. Saumen Bhaumik, Managing Director, CaratLane said, “At CaratLane, we believe that love stories are best told in the language of the heart, the mother tongue! With this ‘Bappancha Ashirwad’ fi...

  All-new engagement rings collection by omnichannel jewellery brand   CaratLane - A Tata Product, India’s leading omnichannel jewellery brand, has launched its all-new engagement rings collection, designed to celebrate love in its many forms. The campaign captures an often-overlooked yet deeply emotional aspect of wedding proposals: the jitters and self-reflection that men experience before popping the question.   Through a sensitive and thought-provoking narrative, the film explores the societal pressures men face, from questioning their careers to their individuality, while ultimately focusing on the most important question of all: “Will you marry me?”  At the heart of this collection is the special 73-faceted CaratLane Gulnaara solitaire that epitomizes brilliance and artistry. This unique cut enhances light reflection, offering unmatched radiance and making it the perfect choice to symbolize a love story as rare and extraordinary as yours.    ...