CaratLane marks Teej with Pranali Rathod and Aashay Mishra campaign

MUMBAI: This Teej, the gift of the gab takes a back seat to the gift of sparkle. CaratLane, A Tata Product, has launched a new campaign featuring television actors Pranali Rathod and Aashay Mishra, using a surprise jewellery gift to explore the role of thoughtful gifting in the festival.

The campaign follows the couple through an everyday relationship moment, culminating in Mishra surprising Rathod with a CaratLane gift. Rather than leaning heavily on the grandeur of the occasion, the film builds its narrative around the warmth and familiarity between the two actors, presenting jewellery as a way of expressing care and marking Teej.

The campaign is part of CaratLane’s wider focus on creating culturally relevant communication around festive occasions. Here, the brand uses the familiar rhythm of a couple’s relationship to connect the tradition of Teej gifting with contemporary consumer behaviour.

Saumen Bhaumik, managing director, CaratLane – A Tata Product, said Teej has a special place in the festive calendar, with gifting playing a central role in the celebration. He added that the campaign was designed to capture the everyday joy of Teej gifting while keeping the storytelling contemporary and relatable.

The choice of Rathod and Mishra gives the film its emotional centre, with their chemistry carrying a narrative that moves from an ordinary relationship moment to a festive surprise. The approach keeps the jewellery present without making the campaign feel like a catalogue of products.

The campaign film is now live and will be amplified across CaratLane’s digital platforms and targeted channels during the Teej festive period.