CaratLane rolls out 360° campaign around new offerings ‘Sol’ and ‘Luna’ ahead of Akshaya Tritiya

At the heart of the campaign is a powerful narrative celebrating individuality and transformation – Sol symbolizes new beginnings and radiant potential, while Luna honours every phase of a woman’s journey, inspired by the moon’s ever-changing beauty

Bengaluru: Ahead of the festive season, CaratLane has unveiled a high-visibility marketing campaign to promote its newly launched Sol and Luna collections. The campaign is strategically timed to coincide with a wave of regional New Year celebrations and Akshaya Tritiya, a key gold-buying occasion in India.

Commenting on the launch, Saumen Bhaumik, CEO and Managing Director of CaratLane said, “At CaratLane, we’re committed to making stunning jewellery. This festive season, we’re bringing out two distinct collections – Sol and Luna, deeply symbolic of blending celestial grandeur embraced with prosperity and auspiciousness.”

At the heart of the campaign is a deeply emotive narrative that celebrates individuality and transformation. Sol is envisioned as a tribute to new beginnings and the brilliance that emerges with each fresh start, while Luna draws inspiration from the moon’s ever-changing beauty—honouring every phase of a woman’s journey. These themes of self-discovery and personal evolution are expressed through evocative story-telling, crafted to connect with modern women navigating dynamic lives.

“These collections embody our vision of high-jewellery craftsmanship blended with everyday elegance,” Bhaumik stated. “They are designed to be effortlessly wearable and accessible, while still making a meaningful statement.”

As part of its aggressive outreach, CaratLane has partnered with the ongoing Indian Premier League (IPL) cricket tournament, ensuring maximum visibility among a wide and diverse consumer base. This sporting association is bolstered by an expansive out-of-home (OOH) advertising push across key markets and prominent newspaper ads aimed at driving top-of-mind recall for the two collections.

“This campaign is designed to elevate brand presence during a crucial buying period while positioning our new offerings as both aspirational and accessible,” a company spokesperson explained. “We want to celebrate our consumers’ special moments with jewellery that reflects high craftsmanship but is easy to wear and own.”

The Sol and Luna collections, crafted in 18 karat gold with diamonds and coloured gemstones, are available online and at CaratLane retail stores across India.

CaratLane is deeply invested in digital marketing, with substantial investments in programmatic advertising and retargeting across YouTube and Meta. The brand is also open to experimenting with newer channels such as Spotify, Glance, Inshorts and Pinterest in its media mix. It is into creative offline activations and installations that enhance visibility and engagement for its campaigns, besides its associations with micro and macro influencers.

Besides retailing online, CaratLane currently operates more than 275 stores in approximately 110 cities across the country.

Retail Jeweller India News