Ad Campaigns
This Raksha Bandhan, CaratLane celebrates the bond that never ages
Mumbai: With Raksha Bandhan on the horizon, CaratLane, India’s omni-channel jewellery brand, has unveiled a heart-warming campaign designed to celebrate the everlasting sibling bond. The ingenious concept and flawless execution of this campaign has been attributed to BBH India (part of Publicis Groupe India).
The CaratLane campaign evokes nostalgia through illustrations that aptly depict the moments of endearing sibling dynamics, it also embraces the very essence of growing up together and remaining united in perpetuity. From playful banter to shared moments of joy, these visuals eloquently capture precious memories that defy the constraints of time.
Talking about the brand’s latest campaign for Raksha Bandhan, CaratLane VP marketing Jennifer Pandya said, “At a time when the world is marked by rapid changes, sibling bonds comes across as a connection that is steadfast and enduring. The camaraderie shared by siblings are often timeless and distinct from other forms of relationships. That equation among siblings remain unchanged even as they grow and mature and always brings out the child in each other whenever they meet. Based on this understanding, we wanted to position CaratLane as the most desired destination for gifting during this Raksha Bandhan season – the gifts curated by the brand for the occasion capture the essence of timelessness of sibling bondings.”
CaratLane has added an exciting element to the campaigns with the addition of the limited edition of Raksha Bandhan box. This unique box encourages playful interaction between siblings, as the gift can only be unlocked by correctly answering a question posed by the sibling. This innovative approach not only ensures the intended recipient’s access to the gift, but also adds an extra layer of anticipation and delight to the gifting experience. This exclusive box is available exclusively at the brand’s stores in Mumbai.
Talking about the thought process that went behind in the making of the campaign, BBH India CCO Parixit Bhattacharya stated, “Sibling relationships are often the most enduring connections of our lives that deserve special attention. CaratLane wanted to craft an unparalleled campaign that commemorates this bond on the occasion of Raksha Bandhan. At BBH, our passion lies in creation, which led us to conceive the ‘Sibling Password Box’ – a playful, fun test for siblings and how well they know each other. We can’t wait to see the questions they come up with and hope this initiative delivers a memory that siblings will cherish for years to come!”
In a bid to elevate the experience of Raksha Bandhan gifting and make it memorable, the brand also encourages customers to personalise the gifts by incorporating personalised avatars that mirror their distinct styles and personalities. Once the gifting is done, a quick scan of the QR code, provided alongside the gift box, reveals a touching message from the sibling, adding an extra layer of emotional connection. Customers can avail of this engaging activity at any of the 220+ CaratLane stores spread across the country.
CaratLane has something for everyone to make this festive season even more special – right from Switch’s new convertible jewellery collection to over 7000 stunning designs starting at just Rs 5,000.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
