A heartfelt celebration of modern love, tradition, and the joy of thoughtful gifting
CaratLane – A TATA Product, the leading omni-channel jewellery brand, has launched its new festive campaign for Teej, featuring beloved television couple Divyanka Tripathi Dahiya and Vivek Dahiya. The emotionally rich film captures the essence of modern relationships while celebrating the cultural significance of Teej.
Campaign Essence: Love in the Little Things
The film narrates a relatable and tender moment shared by a couple, focusing on the subtle gestures of affection that define contemporary love. Against the festive backdrop of Teej, the story highlights the emotional value of gifting and the beauty of quiet love-where even the smallest surprise can leave a lasting impact.
Cultural Connect
Teej, celebrated widely across Northern India-especially in Rajasthan, Uttar Pradesh, Delhi, Haryana, and Bihar-is a festival that honours married couples and their shared journey. CaratLane’s campaign seeks to meaningfully connect with its expanding customer base in these regions, particularly as the brand deepens its retail presence across North India.
Brand Perspective
Shaifali Gautam, Chief Marketing Officer, CaratLane:
“Our festive campaigns are always built on a foundation of cultural insight and emotion. Teej holds deep meaning for our North Indian customers-it’s a celebration of devotion, nostalgia, and love. With Divyanka and Vivek bringing the story to life, we wanted to reflect a moment that feels genuine and intimate. This campaign also strengthens our presence in key regions like Uttar Pradesh, where we’re seeing growing affinity among young couples and gift-givers.”
Jewellery that Speaks Emotion
The film features CaratLane’s festive-ready gold and diamond jewellery collection, serving as the perfect reminder for partners to mark Teej with meaningful gifts. The campaign underscores the idea that it’s not about grand gestures, but rather the intention behind the gift that truly counts.
With this campaign, CaratLane continues to position itself as not just a jewellery brand, but a storyteller of modern love and tradition, making every occasion feel personal and memorable.
