CaratLane has introduced its latest campaign, Everyday Vows, conceptualised and executed by BBH India. The idea stems from the brand’s mission to encourage people to redefine the significance of mangalsutras in a modern woman’s married life.

With #KhulKeKaroExpress as the tagline, the Everyday Vows campaign emphasises that modern women view mangalsutras as an expression of love, celebrating all the special yet seemingly ordinary moments in a couple’s routine life. Since mangalsutras have become an integral part of a woman’s everyday jewellery collection, one traditional design is no longer sufficient. Women are now opting for multiple intricate diamond designs that seamlessly complement their daily outfits.

Expressing her excitement about the campaign, Jennifer Pandya, Vice President, Marketing, CaratLane, said, “We believe that every day is an opportunity to celebrate love, and a Mangalsutra is the perfect symbol. A modern woman chooses to wear a mangalsutra as a marker of all the little things her husband does to make her feel special, whether it’s making chai in the morning or being her support system. We’ve created a range of gorgeous lightweight diamond Mangalsutra in chains, bracelets and rings to fit seamlessly into her lifestyle and add a touch of elegance to her every day.”

Parikshit Bhattaccharya, Chief Creative Officer, BBH India, said, “Our insight was clear – a woman should wear what she wants, not what she feels pressured to wear. So, we designed a campaign that beautifully aligns with women’s lifestyle and attitude now.”