CaratLane has unveiled a new regional brand film titled “Written in the Stars”, marking the official onboarding of actor Kayadu Lohar as its regional brand ambassador. The campaign, conceptualized by BBH India, explores the evolving nature of proposals-where modern love stories are expressed with individuality, yet deeply rooted in tradition.
The film beautifully captures a key cultural moment: a proposal within a South Indian family setup. The story begins with a young woman expecting to meet a groom chosen by her parents. However, the narrative takes an unexpected emotional turn when she realizes that the groom waiting for her is actually her current partner – someone she loves and has chosen herself. The twist comes with a heartwarming reveal: her partner and father planned the moment together.
Through this storyline, CaratLane showcases how today’s proposals are no longer just family-driven or solely personal. Instead, they represent a balance of independence, emotion, and familial involvement – reflecting the shift in modern Indian relationships where choice and tradition coexist.
Speaking about the film, Saumen Bhaumik, Managing Director, CaratLane, said that proposals become more meaningful when the heart is ready and the family stands beside that decision. He added that Kayadu Lohar brings this sentiment to life with authenticity and warmth.
Parikshit Bhattacharya, CCO BBH India, shared that the film represents relationships that are modern in expression, yet anchored deeply in cultural values.
