With a powerful Indian Premier League (IPL) spotlight and a relatable message at its heart, the campaign blends sentiment with modern jewellery buying behaviour
Mumbai: CaratLane has launched its Mother’s Day campaign featuring brand ambassador Yami Gautam Dhar. It is centred around the idea of gifting mothers a diamond as a symbol of love and a reflection of gratitude, and gifting oneself a diamond too, being the mother’s favourite.
The first two films of the campaign saw high-impact visibility during the ongoing Indian Premier League, with placements across Star Sports and JioHotstar, complemented by strong regional presence on channels like Colours Tamil, Jalsha Movies and Star Utsav Movies. Together, these drove widespread national and regional reach for the brand. The latest film has been released just in time for Mother’s Day, celebrating the joy of gifting, with a heartwarming twist of choosing something for mom, and a little something for yourself.
Shaifali Gautam, CMO, CaratLane, remarked, “As we return for our second season of advertising during the Indian Premier League, the platform allows us to take our stories to millions of households across the country. This Mother’s Day, with Yami at the centre, we’ve focused on celebrating the emotion of gifting in a way that feels both personal and relatable. Because when it comes to a mother’s love, what you share is priceless — and the pieces you choose to express it should feel just as special. At CaratLane, we believe that expressing love should feel effortless, and never out of reach.”
Built around the idea of thoughtful gifting, the campaign encourages customers to celebrate Mother’s Day with meaningful diamond jewellery. Through this initiative and others, the brand continues to redefine fine jewellery for the modern consumer, making it more personal, wearable, and within reach for every celebration.
CaratLane, one of the earliest online jewellery start-ups of 2008,has evolved into a leading omnichannel jewellery retailer, backed by the Tata Group since 2016. It operates over 370 stores nationwide and internationally in New Jersey and Texas.
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