Through this campaign, the brand links Puja traditions with the idea of personal milestones, using the festive context to highlight its diamond proposal rings
Mumbai: CaratLane has launched its Durga Puja campaign for West Bengal, positioning the festival as the perfect setting for a proposal. The campaign connects tradition, culture and personal expression, presenting CaratLane’s proposal rings as symbols of commitment.
According to Saumen Bhaumik, Managing Director, CaratLane, the vision behind the campaign was to build a deeper connection with people. “Love, romance and proposal are matters of the heart. We believe a proposal comes from the heart, on your own terms, in your own time, free flowing, and spontaneous like an unforgettable melody. The film ‘Mayer Aashirbad’ attempts to capture that beautifully honest moment cinematically in the backdrop of Durga Puja the biggest event in West Bengal. The medley of Rabindra Sangeet and folk melodies truly brings this story to life. Just to say that the most meaningful moments of love are simple, sincere, and made to last.”
The three-minute film is structured as a visual narrative rather than a conventional advertisement. The idea is simple: Durga Puja is already a love story – between people, rituals, and memories. ‘Mayer Aashirbad’simply adds a proposal ring to the climax.The music, composed by Debojyoti Mishra, blends Rabindra Sangeet with folk melodies. Vocals by Mekhla Dasgupta and Chirantan Banerjee enhance the story of the two protagonists, played by Ayoshi Talukdar and Subhrojit Saha. The narrative flows through the key days of Durga Puja, from Shoshthi to Dashami, capturing moments such as pushpanjali, dhunuchi naach and bhog. The story builds towards a proposal during Doshomi’s sindoor khela, where CaratLane’s proposal ring becomes the centrepiece.
Through this campaign, CaratLane links Durga Puja traditions with the idea of personal milestones, using the festive context to highlight its diamond proposal rings as markers of modern commitment.
CaratLane, founded in 2016 as an online platform, has evolved into a seamless omni-channel jewellery retailer, backed by the Tata Group. Along with its online jewellery platform, CaratLane operates more than 330 stores nationwide and one internationally in New Jersey.
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