The Valentine’s Day campaign was so effective that Caratlane is considering substantial ad spends towards TV campaigns in future
Bengaluru: CaratLane, the omnichannel jewellery brand owned by the Tata Group, which returned to television advertising after a seven-year gap with its Valentine’s Day campaign, found it so effective that it is considering more ad spends towards TV campaigns in future.
“We typically have a 40-day period for Valentine’s, and we rolled out a campaign with a huge media plan this year. We went on television for the first time in seven years, and it has turned out to be extremely successful for us. This has also laid the stone for us to go on television in the near future again,” Shaifali Gautam, CMO, CaratLane, told media portal afaqs.
Under Gautam, who joined the company in November 2024, CaratLanehas been very active, having launched three ad campaigns already this year, with a fourth one due to be rolled out in April. The year began with the festive campaign for Pongal in January, followed by the ‘Give It a CaratLane Ring’ campaign for Valentine’s Day in February. In March, the brand added a fresh ad to last year’s campaign ‘Wear Your Wins’ for Women’s Day.
Beyond the return to television, Gautam is all set to shift CaratLane’s marketing approach from tactical campaigns to deeper, insight-driven narratives led by story-telling. “Last July, we introduced our ‘Wear Your Wins’ campaign, which recognized women’s personal achievements. This Women’s Day, we extended that concept with ‘Forgotten Wins’ highlighting the unacknowledged contributions of real women,” Gautam was quoted as saying.
According to Gautam, this evolution in marketing strategy goes hand in hand with the maturing of CaratLane’s target audience. “Initially, our target audience was women aged 25–40, but over time, as our loyal customers have aged with us, we now cater to a wider range, from 22 to 45 years old, with some customers even up to 70 years old,” Gautam told the media portal, noting that the brand’s primary focus remains on the 25-45 demographic.
Caratlane is deeply invested in digital marketing, with substantial investments in programmatic advertising and retargeting across YouTube and Meta, but is also open to experimenting with newer channels such as Spotify, Glance, Inshorts, and Pinterest in its media mix. The brand is also into creative offline activations and installations that enhance visibility and engagement for its campaigns, besides its associations with micro and macro influencers.
With the upcoming Indian Premier League (IPL), CaratLane is poised to leverage its connection to the Tata Group, which has been the title sponsor of IPL since 2022, Gautam said.
Besides retailing online, CaratLane currently operates more than 275 stores in approximately 110 cities across the country.
Retail Jeweller India News
