The film draws from the ghats, temples and the rhythm of daily life in Kashi. It also reflects CaratLane’s focus on Uttar Pradesh as a market, positioning the campaign as a cultural reference to the region
Mumbai: CaratLane – a Tata Product, India’s leading omni-channel jewellery brand, has launched a campaign film for its collection ‘Kaashika’, based on Kashi (Banaras). The collection is crafted in 14KT gold and natural diamonds and reinterprets temple motifs, artisanal textures and heritage design elements into designs, forming the visual foundation of the film’s narrative.
At the centre of the film is the track ‘Tum Tak’, a song associated with Varanasi. It is integrated into the narrative and supports the storytelling, adding layers to the film while grounding it in the context of the city.
The film draws from the ghats, temples and the rhythm of daily life in Kashi. It also reflects CaratLane’s focus on Uttar Pradesh as a market, positioning the campaign as a cultural reference to the region. Shot on the streets of Banaras, the film captures the city across its gullies and public spaces, presenting a visual narrative linked to Kashi and its identity.
Saumen Bhaumik, Managing Director, CaratLane, said: “Kaashika reflects our belief that great design is inspired by culture and brought to life through storytelling. Kashi has an unmistakable soul, and ‘Tum Tak’ captures its emotion like few songs can. Bringing the two together allowed us to create a campaign that celebrates the city’s heritage in a contemporary and deeply evocative way.”
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 380 stores nationwide and internationally in New Jersey and Texas. It has pioneered distinctive services like CaratLane LIVE (an online live shopping experience), Try at Home (no-obligation home trials), and Solitaire Lounges for personalised diamond shopping.
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