CaratLane, in collaboration with BBH India, has launched its new Pujo campaign for West Bengal, Mayer Aashirbad, positioning Durga Puja as the perfect backdrop for a heartfelt proposal. The campaign beautifully merges tradition, romance, and artistry, showcasing CaratLane’s proposal rings as enduring symbols of love and commitment.
Saumen Bhaumik, Managing Director, CaratLane, explained the brand’s vision:
“Love, romance and proposal are matters of the heart. We believe a proposal comes from the heart, on your own terms, in your own time, free flowing, and spontaneous—like an unforgettable melody. The film ‘Mayer Aashirbad’ attempts to capture that beautifully honest moment cinematically in the backdrop of Durga Pujo—the biggest event in Bengal. The medley of Rabindra Sangeet and folk melodies truly brings this story to life. Just to say that the most meaningful moments of love are simple, sincere, and made to last.”
The three-minute film breaks away from traditional advertising, offering cinematic storytelling instead of a hard-sell approach. Parikshit Bhattacharya, Chief Creative Officer at BBH India, said:
“Durga Pujo is already a love story—between people, rituals, and memories. With ‘Mayer Aashirbad’, we simply added a proposal ring to the climax.”
Directed by Bauddhayan Mukherji of Little Lamb Films, the campaign blurs the line between cinema and advertising with lyrical, heartfelt storytelling. Mukherji shared:
“Not every film, or every filmmaking process is an experience. This CaratLane film ticks the boxes on both counts. How often have we seen a musical in Indian advertising? I must thank the team at BB for writing something as unique as this and the brand team at CaratLane for having faith in it. My task was the easiest. I just had to realize their vision. I really hope Bengalis all over the world connect with the film.”
The emotional depth of the film lies in its music, composed by Debojyoti Mishra. Combining Rabindra Sangeet with folk melodies, the score—sung by Mekhla Dasgupta and Chirantan Banerjee—captures the tenderness between protagonists Ayoshi Talukdar and Subhrojit Saha.
Spanning from Shoshthi to Doshomi, the narrative highlights iconic Pujo rituals including pushpanjali, dhunuchi naach, bhog, and culminates in a moving proposal during shindoor khela. Against this cultural backdrop, CaratLane’s proposal ring becomes the centerpiece of love and promise.
By blending nostalgia, romance, and tradition, Mayer Aashirbad tugs at the heartstrings while celebrating both culture and commitment. It’s a testament to how storytelling can forge deep, lasting connections.
Watch the campaign film here: CaratLane Mayer Aashirbad
