MAM
Asianet ropes in three sponsors for Christmas Day
BENGALURU: The Star Network’s Malayalam GEC Asianet has roped in Josco Jewellers as Christmas Day sponsor with Malabar Gold and Kalyan Silks as co-sponsors.
The channel has announced special fare for Christmas day this year.
Christmas day Asianet kick starts with a Christmas choir – Gloria at 6.30am, followed by Christmas Sandesham at 7.00 a.m. and Vellithirayile Nithyavasantham, a chat show with veteran actress Sheela at 7.30 a.m.
A special programme, Happy Christmas Daa Thadiya, will be aired at 8 a.m followed by a comedy skit Pappiyude Happy Christmas at 8.30 am. A special programme on the movie Kammath & Kammath titled Kammath KUdumbathile Kalyana VIseshangal will be aired at 9 am. The channel has also lined up a 5.30 pm a chat show with Malayalam Mammootty and director Ranjith.
Besides its regular programmes, Asianet will also telecast World movie premiers of three movies Usthad Hotel, The King & The Commissioner and Mayamohini.
MAM
Caratlane launches Mother’s Day campaign with Yami Gautam
IPL rollout boosts reach as brand blends emotional gifting with modern insight
MUMBAI: Diamonds may be forever but this Mother’s Day, they are also getting personal. Caratlane, a TATA product, has rolled out its latest campaign featuring brand ambassador Yami Gautam Dhar, tapping into the evolving idea of gifting where emotion meets self-expression. Timed ahead of Mother’s Day, the campaign positions diamond jewellery not just as a symbol of love for mothers, but also as a shared, personal keepsake.
The films lean into a relatable insight, gifting today is no longer just about the recipient, it is also about the moment, the memory, and sometimes, a little indulgence for oneself. By weaving this duality into its storytelling, Caratlane shifts the narrative from traditional, one-way gifting to something more contemporary and nuanced.
To maximise visibility, the campaign has been strategically launched during the ongoing Indian Premier League, with placements across Star Sports and JioHotstar. The reach has been further extended through regional channels including Colours Tamil, Jalsha Movies and Star Utsav Movies, ensuring a wide national footprint.
This is not Caratlane’s first play on the IPL stage, but the scale signals intent. With millions tuning in, the platform offers a high-impact backdrop to position jewellery as part of everyday celebrations, rather than just milestone purchases.
At its core, the campaign reflects a broader shift in consumer behaviour. As jewellery becomes more accessible and less occasion-bound, brands are increasingly focusing on emotional storytelling to stay relevant.
For Caratlane, the message is clear, when it comes to celebrating mothers, the sentiment may be timeless but the way we express it is changing.
