Featuring dancer and actor Mukti Mohan, the campaign uses the Chandrakor or crescent moon motif, asits central element
Mumbai: CaratLane has launched a new campaign to promote its ‘Chandrakor’ jewellery line, bringing out the relevance of the Chandrakor or crescent moon motif in Maharashtrian culture. The campaign film features dancer and actor Mukti Mohan and uses the Chandrakor, a symbol of Maratha identity, as its central element while interpreting it through contemporary jewellery design.
The film opens with Mukti Mohan wearing jewellery inspired by the Chandrakor motif. The narrative then moves into a celebration set against the beats of dhol-tasha, bringing together the motif, jewellery and elements associated with Maharashtra’s cultural traditions.
The campaign has been timed around Ganesh Chaturthi, a period when Maharashtrian traditions and cultural expressions take centrestage. Mukti Mohan’s presence in the film adds a performance-led element to the campaign, with the transition from the jewellery-led opening to the dhol-tasha sequence forming the key visual movement.
The Chandrakor collection translates the crescent shape into jewellery designs, with the campaign using the motif to connect the pieces with Maharashtra’s cultural identity. The collection is aimed at consumers who want to express their connection with their heritage through jewellery.
Speaking on the launch, Saumen Bhaumik, MD, CaratLane, remarked, “The Chandrakor motif holds a special place in Maharashtra’s cultural heritage, representing a deep sense of identity, pride and tradition. As Maharashtra comes alive in celebration of Ganesh Chaturthi, this felt like a meaningful moment to honour a symbol so deeply woven into the State’s cultural identity. With this collection, we wanted to re-imagine this cherished symbol through contemporary jewellery, allowing people to appreciate and celebrate their heritage in a way that feels personal, elegant and relevant to everyday life.”
With the campaign, CaratLane uses the Chandrakor motif to link its jewellery offering with Maharashtrian heritage, placing the cultural symbol at the centre of its communication around Ganesh Chaturthi.
CaratLane was one of the earliest online jewellery start-ups of 2008. After Titan invested in CaratLane in 2016, the brand evolved into a seamless omnichannel jewellery retailer, backed by the Tata Group’s legacy of excellence and trust. In addition to being India’s largest online jewellery platform, CaratLane operates over 385 stores nationwide and is present internationally in New Jersey and Texas.
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