An ode to the little moments that make up a marriage
CaratLane, India's leading omni-channel jewellery brand, introduced its new campaign, ‘Everyday Vows’, a collection of Mangalsutras that offers women over 450 ways to express their love every day. The campaign, conceptualised and executed by BBH India, vocalises the changing perception of Mangalsutras, making them a token of the love shared between a couple. Traditionally, associated with special occasions and perceived as a heavy ornament, mangalsutras have often been viewed as a symbol worn out of societal pressure rather than personal choice. Recognising that many women do not wear a Mangalsutra daily, the campaign redefines it as a daily accessory that fits in seamlessly with the modern lifestyle. Jennifer Pandya, VP Marketing of CaratLane, expressed her excitement about the campaign: "We believe that every day presents an opportunity to celebrate love, and a Mangalsutra stands as the perfect symbol. The modern woman chooses to wear it as a marker of all the little things her husband does to make her feel special, whether it’s making a special cup of tea for her daily or being her forever cheerleader. Our range of Mangalsutras is designed to be modern, lightweight, and comes in various styles of chains, bracelets and even rings, so she can own more than one to suit her style and occasion needs.” The collection has been launched with a lighthearted film that showcases the multitude of reasons a husband gives his wife to wear a Mangalsutra. It also highlights CaratLane’s range of Mangalsutras that are minimalistic, versatile and lightweight and stays true to the brand’s ethos of ‘Khul Ke Karo Express’ Film Link: https://youtu.be/3pBcQFj2jYI?si=pFG0CbBVad-kf_pw Parikshit Bhattacharya, Chief Creative Officer of BBH India, states, "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 brings out the essence of Caratlane’s Everyday Vows collection, ensuring it aligns with women consumers' lifestyle and attitude. It's about embracing the beauty of everyday relationships." Committed to making every day special, CaratLane invites customers to explore the 'Everyday Vows' Mangalsutra collection, available in 250+ stores across India and on the website at www.caratlane.com.
