CaratLane – A Tata Product has launched a new Teej campaign featuring television actors Pranali Rathod and Aashay Mishra, spotlighting the role of thoughtful gifting in the festive celebration.
The campaign centres on a relatable couple moment, with Aashay Mishra surprising Pranali Rathod with a CaratLane gift. Through the duo’s warm, easy chemistry, the campaign frames Teej gifting as an expression of care, positioning jewellery as a meaningful way to mark the occasion.
The film is part of CaratLane’s broader push to build culturally relevant communication around key festive moments. By anchoring the narrative in an everyday relationship rather than a grand gesture, the brand aims to connect the tradition of Teej gifting with more contemporary consumer sensibilities.
Saumen Bhaumik, Managing Director of CaratLane – A Tata Product, said Teej holds a special place in the festive calendar, with gifting central to how the occasion is celebrated. He added that CaratLane has consistently aimed to be the brand consumers turn to for every occasion, whether a major festival or a smaller personal milestone. Through this campaign, he said, the brand wanted to capture the everyday joy of Teej gifting in a way that feels current and relatable, with Pranali and Aashay’s warmth helping the story connect meaningfully with audiences.
The campaign will be amplified across CaratLane’s digital platforms and targeted channels through the Teej festive period, with the film featuring Pranali Rathod and Aashay Mishra now live.
