CaratLane, India’s leading omni-channel jewellery brand, has rolled out ‘The Nudge’, the second chapter in its proposal campaign, continuing its mission to redefine the act of commitment in Indian relationships.
Conceptualized by BBH India, the film spotlights a relatable emotional insight—men often delay proposing, and sometimes all it takes is a gentle nudge to take the plunge. ‘The Nudge’ captures a heartfelt, humorous, and refreshingly real moment of commitment, rooted in Indian sensibilities rather than Western stereotypes.
The campaign features CaratLane’s expansive 400+ engagement ring collection, including the Gulnaara ring with a special 73-faceted cut that symbolizes thoughtful intent and clarity.
Saumen Bhaumik, CEO of CaratLane, shared:
“Proposals should come from the heart—on your own terms and time. ‘The Nudge’ reflects that authenticity and the beauty of choosing commitment when it truly matters.”
Parikshit Bhattacharya, CCO of BBH India, added:
“This story is real, funny, and messy—just like love. It’s the nudge many men need to take that bold, beautiful step.”
The film will be promoted through TV, digital media, influencer collaborations, and in-store experiences, reinforcing CaratLane’s belief that commitment is best sealed with a ring that reflects sincerity and emotion.
Watch the film: [CaratLane YouTube Channel or official social media platforms]
Explore the Collection: https://www.caratlane.com/jewellery/engagement-rings.html
