CaratLane, a Tata product and India’s leading omnichannel jewellery brand, has released its latest regional short film, Bappancha Ashirwaad, following the strong response to its Teej campaign in Uttar Pradesh. With this film, CaratLane brings its engagement story to Maharashtra, honoring the state’s traditions and cultural identity.
Created in collaboration with BBH India, the film presents a modern proposal story set against the vibrant backdrop of Ganesh Chaturthi celebrations. The narrative captures the gentle encouragement that inspires couples to take the next step, blending regional flavors with a universal message of love and commitment.
Saumen Bhaumik, Managing Director, CaratLane, expressed that the brand wishes to celebrate love stories in the language of the heart and mother tongue. With Bappancha Ashirwaad, CaratLane highlights Maharashtra’s unique culture, fusing the magic of a proposal with the festive spirit of Ganesh Chaturthi, helping couples create unforgettable moments.
The campaign will be featured across CaratLane’s social platforms, YouTube, and in-store screens, with influencers and content creators from Maharashtra amplifying its reach. This initiative is part of CaratLane’s broader strategy to connect with customers across India’s diverse cultures, keeping love and commitment at the core of its storytelling.
Parikshit Bhattacharya, Chief Creative Officer at BBH India, noted that the film brings the idea of The Nudge to life in a fresh regional context, blending universal emotions with local sights and sounds, making it relatable for audiences.
Customers can explore over 400 engagement ring designs starting at ₹25,000 at www.caratlane.com or visit their nearest CaratLane store for an in-person experience.
