The brand has roped in Divyanka Tripathi Dahiya and Vivek Dahiya for the campaign that depicts the meaningful bond shared by married couples, brought to life through thoughtful jewellery gifting
Bengaluru: Leading omni-channel jewellery brand CaratLane has unveiled its festive campaign for Teej, starring popular television actor couple Divyanka Tripathi Dahiya and Vivek Dahiya.
The emotionally resonant film captures the essence of Teej: the meaningful bond shared by married couples, the joy of small moments, and the charm of traditional festivals. It’s a heart-warming story of love in its simplest, most genuine form, brought to life through thoughtful jewellery gifting.
Teej holds deep cultural significance across Northern India, particularly in States like Rajasthan, Uttar Pradesh, Delhi, Haryana and Bihar. CaratLane’s campaign thoughtfully connects with its growing customer base in this region, aligning with the brand’s steady retail expansion. With over 50 stores across North India and more planned, CaratLane is positioning itself as a brand that celebrates regional traditions while offering modern jewellery designs.
Shaifali Gautam, CMO, CaratLane, shared her thoughts on the campaign, saying, “Our festive campaigns at CaratLane are always rooted in emotion, cultural insight, and evolving consumer behaviour. Teej is a cherished occasion for our North Indian customers—a festival that beautifully blends devotion, nostalgia and togetherness. With Divyanka and Vivek leading this narrative, we aim to create a moment that feels both intimate and relatable. This campaign also strengthens our footprint across North India, especially Uttar Pradesh, where we’re seeing incredible brand affinity among younger couples and gifting audiences.”
At the heart of this campaign is the beauty of quiet love, demonstrated through thoughtful, everyday gestures. The film portrays a relatable, heartfelt moment that reflects modern relationships and the emotional value of gifting. Featuring CaratLane’s versatile, festive-ready gold and diamond jewellery, the campaign gently reminds husbands to plan meaningful Teej gifts, emphasizing that the smallest surprises often leave the biggest impact.
CaratLane, one of the earliest online jewellery start-ups, is a 100% subsidiary of Titan Company Ltd. Along with its online jewellery platform, CaratLane operates more than 330 stores in India and one internationally, located at New Jersey in the United States.
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