The second phase of the brand’s ongoing proposal campaign series begins with astory that depicts a moment of decision in which a man, faced with a situation that urges reflection, chooses to propose to the woman in his life
Bengaluru: Omni-channel jewellery brand CaratLane has launched the second phase of its ongoing proposal campaign series with a new ad film titled ‘The Nudge’. The campaign builds on the idea that men often delay making a commitment, and sometimes a small push can help them take that step. Through relatable story-telling, the campaign encourages viewers to act on their intentions.
Earlier this year, ahead of Valentine’s Day, CaratLane had launched a series of videos highlighting the hesitation and conversations that surround proposals, especially the challenges that come when ‘popping the question’. The videos capture how people planned—or spontaneously executed—their proposals, and what makes a proposal ring special, from symbolic designs to solitaires and custom pieces.The brand actually hit the streets of Mumbai to explore the emotions and real-life stories surrounding proposals, before rolling out the 360-degree campaign.
With ‘The Nudge’, the brand adds another perspective to its ongoing series. The story focuses on a moment of decision where a man, faced with a situation that urges reflection, chooses to propose to the woman in his life. The film aims to make the act of proposing feel personal and grounded, rather than modelled on external customs.
Saumen Bhaumik, CEO of CaratLane, said, “With ‘The Nudge’, we’ve captured a beautifully honest moment that reflects how real relationships unfold. This campaign is about encouraging more men to embrace commitment authentically, and mark it with a CaratLane ring that shines as brightly as their intent.”
The new ad film,created by advertising agency BBH India, has sought to root the act of proposal to a cultural truth with a story that is real, funny and utterly human. The protagonist shows a bold moment of carefree expression, induced by a little nudge from true life circumstances. The brand’s message upholds the beauty of commitment, and points to the film’s plot asan exampleof all the nudge men may need to propose to their partners before it is too late.
The campaign is being promoted through television, digital platforms, social media, in-store events and influencer content.
Besides retailing online, CaratLane currently operates more than 275 stores in approximately 110 cities across the country.
Retail Jeweller India News
