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.
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
