CaratLane, a Tata product and one of India’s leading omnichannel jewellery brands, has launched its latest regional campaign film titled ‘Bappancha Ashirwaad’, a Marathi short film that blends modern love with Maharashtrian tradition. Following the success of its Teej campaign in Uttar Pradesh, this new release strengthens the brand’s emotional connect with Maharashtra.
Created in collaboration with BBH India, the film centres around a heartfelt proposal, set during the vibrant festivities of Ganesh Chaturthi. The story highlights how traditional celebrations and gentle family encouragement play a key role in bringing couples closer, adding a cultural depth to CaratLane’s ongoing narrative of love and commitment.
Saumen Bhaumik, Managing Director, CaratLane, said, “At CaratLane, we believe proposals are not just moments – they’re memories wrapped in culture and language. With ‘Bappancha Ashirwaad’, we honour the traditions of Maharashtra while celebrating the beauty of saying yes. Our aim is to make every proposal truly unforgettable.”
The campaign is being promoted across CaratLane’s digital channels, YouTube, in-store displays, and through regional influencers who will share the film and its message across Maharashtra. The initiative is part of the brand’s larger strategy to celebrate diverse Indian cultures while reinforcing its position as a preferred choice for meaningful jewellery.
Parikshit Bhattacharya, Chief Creative Officer, BBH India, added, “The emotion of proposing is universal, but the setting is uniquely Maharashtrian. ‘Bappancha Ashirwaad’ lets that authenticity shine.”
CaratLane offers over 400 engagement rings starting at ₹25,000, available online and in stores across India.
