CaratLane, in collaboration with BBH India, has launched its latest Pujo campaign for West Bengal titled “Mayer Aashirbad”. Marrying timeless tradition with heartfelt romance, the campaign reimagines Durga Puja as the perfect occasion for a proposal-positioning CaratLane’s proposal rings as symbols of sincere, lasting love.
Speaking on the vision, Saumen Bhaumik, Managing Director, CaratLane, said:
“Love and proposals are deeply personal and unplanned, like a song that flows straight from the heart. ‘Mayer Aashirbad’ captures that spontaneous beauty through the lens of Durga Puja-the most emotionally charged time for Bengalis. With a blend of Rabindra Sangeet and folk melodies, the film evokes the simplicity and purity of love that stands the test of time.”
Breaking away from traditional advertising formats, the three-minute film leans into cinematic storytelling-focusing on emotion, mood, and cultural nuance rather than overt product placements.
Parikshit Bhattacharya, Chief Creative Officer at BBH India, noted:
“Durga Pujo is already a love story-between rituals, people, and memories. We just added a proposal ring at the perfect moment.”
Directed by Bauddhayan Mukherji (Little Lamb Films), known for lyrical narratives, the film is described as “visual poetry rooted in human truth.” Mukherji added, “It’s rare to create a musical in Indian advertising. This film felt like a genuine artistic collaboration.”
The soul-stirring music, composed by Debojyoti Mishra, features Rabindra Sangeet blended with folk, sung by Mekhla Dasgupta and Chirantan Banerjee. The protagonists, played by Ayoshi Talukdar and Subhrojit Saha, bring warmth and authenticity to the narrative.
Spanning Pujo days from Shoshthi to Doshomi, the film delicately threads through moments like pushpanjali, dhunuchi naach, bhog, and shindoor khela-culminating in a heartfelt proposal that reflects both modern love and cultural pride.
With Mayer Aashirbad, CaratLane delivers more than a campaign-it offers an emotional tribute to Bengali identity, togetherness, and the magic of love during Pujo.
