CaratLane has launched the second phase of its proposal campaign with a heartfelt new film titled The Nudge, conceptualised and executed by BBH India. The film explores a culturally resonant theme – men delaying commitment – and presents how a small nudge can inspire them to take the next big step.
Building on the success of its first phase, the campaign continues to focus on emotionally meaningful proposal moments, encouraging men to take action and express their commitment. Featuring engagement rings from CaratLane’s collection – including the 73-faceted Gulnaara – the film portrays proposing as a deeply personal, value-driven gesture, rooted in Indian culture rather than merely mimicking Western traditions.
Saumen Bhaumik, CEO of CaratLane, explained, “We want proposals to be authentic, heartfelt moments that reflect real relationships. The Nudge captures a relatable situation and encourages men to mark their love with a ring that reflects their true intent.”
Parikshit Bhattacharya, CCO at BBH India, added, “Our aim was to ground the proposal in cultural authenticity. The story isn’t idealised – it’s real, awkward, funny, and genuine. That’s what makes it powerful and memorable.”
The campaign will be promoted through TV, digital platforms, social media, and influencer collaborations, along with in-store activations. With this initiative, CaratLane aims to redefine proposals in India – not as grand spectacles, but as sincere moments of connection and courage. The Nudge is not just an ad; it’s a reminder that commitment, when genuine, doesn’t need perfect timing – just the right intent.
