The film follows the brand’s earlier regional campaign for Teej in Uttar Pradesh and continues its focus on engagement narratives rooted in local culture
Mumbai: CaratLane, a Tata product and omnichannel jewellery brand, has launched its new regional short film, Bappancha Ashirwaad, aimed at audiences in Maharashtra. The film follows the brand’s earlier regional campaign for Teej in Uttar Pradesh and continues its focus on engagement narratives rooted in local culture.
The film, developed with BBH India, places a modern proposal story in the setting of Ganesh Chaturthi celebrations. The narrative builds on CaratLane’s idea of combining regional traditions with universal themes of love and commitment.
Saumen Bhaumik, Managing Director, CaratLane, said, “At CaratLane, we believe that love stories are best told in the language of the heart, the mother tongue! With this ‘Bappancha Ashirwad’ film, we are delighted to be celebrating the unique culture and traditions of Maharashtra, weaving the joy of a proposal with the spirit of Ganesh Chaturthi! As a brand, we want to help couples make their special occasions really unforgettable. That magical moment when time stands still, nothing else seems to exist — we are privileged to be part of such rare expressions.”
The campaign is set to run on CaratLane’s social media platforms, YouTube, and in-store screens. Influencers and content creators from Maharashtra will also share the film, extending its reach across digital audiences.
According to Parikshit Bhattacharya, Chief Creative Officer, BBH India, “‘Bappancha Ashirwaad’ takes the gentle push of The Nudge and lets it breathe in a fresh language and setting. The emotion is universal, but the streets and sounds are unmistakably local. We hope viewers see their own journeys reflected in this simple invitation to say yes.”
The initiative is part of CaratLane’s broader strategy to build regional connections across India while maintaining its focus on love and commitment as central themes in its campaigns.
CaratLane in 2016, the brand evolved into a seamless omni-channel jewellery retailer, backed by the Tata Group’s legacy of excellence and trust. Along with India’s largest online jewellery platform, CaratLane operates over 330 stores nationwide and internationally in New Jersey.
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