MAM
CaratLane launches festive campaign ‘#MereStyleKiDiwali’ to promote their gifting products
Mumbai: CaratLane has launched its digital film, Mere Style Ki Diwali, on the occasion of Diwali. Introducing the first of four digital films, the campaign aims to showcase that while jewellery plays an important role in “intimate gifting relationships,” every person has their own style of celebrating Diwali and honouring the traditions of the festivities. BBH Communications India conceptualised and executed the “#MereStyleKiDiwali” campaign.
Building on the brand’s core purpose to help consumers express their emotions, CaratLane’s latest film brings to life the journey of a daughter-in-law finding her own unique expression with her in-laws on the occasion of her first Diwali with them. The story beautifully captures the slight nervousness and the confidence felt by her as she prepares for an evening with her husband and his parents. We see her styled in a silk saree with an off-white blazer and a brown belt, non-conventional and yet an acknowledgment of her tradition. The film takes us through the surprise she has planned for her mother-in-law by bringing both her worlds together.
Whether it is gifting something memorable to family or friends, or even gifting yourself something to celebrate personal milestones, CaratLane aims to create designs and solutions for customer needs. The brand has also highlighted their 24-48-hour delivery service and the 15-day exchange service through the digital films.
Speaking about the campaign, CaratLane vice president of marketing Jennifer Pandya said, “We have understood from many customer stories and interactions that our jewellery plays a central role in helping customers express their unique sense of style and personality. We’ve seen how jewellery is gifted by women to their family on occasions such as Diwali, and CaratLane designs are perfect for such gifting occasions. They enable the gifter to express their gratitude and love while also celebrating their tradition and culture in a way that is meaningful to them. “#MereStyleKiDiwali” is born from numerous such stories that we want to celebrate this year. Through this campaign, we aim to showcase CaratLane as a gifting destination for different relationships during the festive season and help customers embrace their style of celebrating. We also wanted to highlight the different services like fast delivery, 15-day exchange, and old gold exchange, positioning CaratLane as a brand that creates solutions for customers rather than just a jewellery brand.”
Adding to it, BBH India ECH Aarti Srinivasan said, “For a brand that designs some of the most unique and modern fine jewellery, our attempt has always been to let this modernity reflect in the communication we design. With #MereStyleKiDiwali, we wish to send out the message that there aren’t any set rules or ways of celebrating Diwali. Whether it is jewellery, rangoli or mithai, the idea is to encourage people to add their own style and embrace their uniqueness without the social pressures of fitting in.”
MUMBAI: BKT Tyres has decided to roll into the two-wheeler world with some serious jurrat and it’s brought Ranveer Singh along for the ride. The off-highway tyre specialist has unveiled its new campaign, ‘Jurrat’, marking a strategic push into India’s massive two-wheeler segment. The high-energy TV commercial, featuring brand ambassador Ranveer Singh, debuted on 3 April 2026 during the Indian Men’s T20 League 2026.
The campaign revolves around the core belief that true confidence on the road comes from dependable performance beneath you. ‘Jurrat’ (meaning courage) captures the mindset of riders who navigate dynamic and often unpredictable daily commutes with determination. It brings BKT Tyres’ brand philosophy ‘Elevate Your Drive’ into the two-wheeler space by spotlighting three key product benefits: long life, exceptional road grip, and unmatched comfort.
BKT Tyres chief marketing officer for India Mahesh Koppad said, “India’s two-wheeler segment reflects the way the country moves, works, and progresses every day. ‘Jurrat’ highlights how performance-led tyres, engineered for long life, comfort, and grip, enhance the overall riding experience and support uninterrupted progress in everyday life.”
The campaign is being rolled out across television and digital platforms with high-impact placements to ensure maximum reach and engagement.
This launch represents BKT Tyres’ calibrated expansion from its stronghold in off-highway tyres to becoming a more holistic mobility brand, addressing the everyday transportation needs of millions of Indian riders who rely on motorcycles and scooters as their primary mode of transport.
In a segment where confidence is everything, BKT Tyres is betting that a combination of bold celebrity appeal and strong product performance will help it gain serious traction on Indian roads. The campaign signals that the company is ready to move beyond its traditional turf and accelerate in the fast-paced two-wheeler market.
