CaratLane, India’s leading omni-channel jewellery brand, has launched an all-new integrated campaign to create awareness about its wide range of affordable jewellery amongst its consumers. The campaign – ‘Gifted on a special day, made special every day’ has been conceptualized and executed in association with BBH India.

The affordable jewellery segment is booming in India, and over 50% of CaratLane’s online orders are for gifting. This insight formed the core brief of the campaign, along with creating awareness around the merits of purchasing from CaratLane.

The campaign kick starts with an exciting online contest #GiftExchange – where women can redeem the bad gifts they have received against CaratLane jewellery. The campaign linchpin is the #GiftACaratlane film that traces the journey of husband-wife duo, Rohan and Sakshi, about to celebrate their fourth anniversary. The master film will be supported with short-format digital films that highlight CaratLane’s unparalleled benefits – home trials, easy exchange and delivery between 24-48hrs. Apart from this, the brand has also tied up with key influencers to hold a ‘Gifting Master Class’.

According to Avnish Anand, COO and Co-Founder of CaratLane, Jewellery gifting has the highest emotional payoff, yet it is the most difficult to get right. Finding a design that will be delivered on time and will be loved by the recipient is very stressful. The ‘Worst Gifter’ was born out of consumer stories, that a lot of the jewellery gifts that people receive end up in their lockers, as they are mostly gold coins, or designs that they don’t like. Even some of the non-jewellery gifts leave a lot to be desired.

CaratLane wanted to create a great experience for the gifter by crafting designs which are beautiful and affordable, while services like 24-48 hour delivery, CaratLane Live and the 15 day easy exchange, help them to pick a gift confidently.

Russell Barrett, CCO & CEO, BBH & Publicis Worldwide, said, “All of us have been Rohan – ‘The Worst Gifter’ at some point of time in our life. The film is a light take on husbands and their penchant for odd gifts, when all this could be easily avoided with CaratLane’s promise of high-quality, accessible jewellery. The idea has wide shoulders and can give us so many opportunities to tell compelling stories across platforms and media.”