Atul Sinha, COO, CaratLane says the brand actually hit the streets of Mumbai to explore the emotions and real-life stories surrounding proposals, before rolling out the 360-degree campaign
Mumbai: Fine jewellery brand CaratLane launched a series of videos centred on the different facets of love and relationships, as well as proposals and the challenges that come when ‘popping the question’ in the run-up to Valentine’s Day. The videos feature people and even animated characters having heartfelt conversations about relationships.
The campaign delves into the emotions surrounding proposals, capturing the mix of excitement and apprehension that accompanies the purportedly ‘life-changing’ moment. According to Atul Sinha, COO, CaratLane, the initiative stems from a deep insight into the proposal experience.
“Engagements are incredibly significant moments, but they also come with a great deal of nervousness—for both men and women,” Sinha said. “Men, in particular, often find themselves asking, ‘Am I doing the right thing? How will my life change?’ On top of that, their friends add to the pressure with advice and teasing, making the experience even more overwhelming.”
Recognizing this, the brand’s campaign aims to reassure and support those planning a proposal. “Despite the jitters, people want the moment to be special, and a beautiful engagement ring plays a big role in that,” Sinha explained. “But many men are unfamiliar with jewellery shopping, which adds another layer of nervousness. CaratLane is here to make that process easier and more meaningful.”
The campaign features a central film, currently live on YouTube and Instagram, which shows a man reflecting on the fears and advice he has received before proposing. Despite his doubts, he ultimately kneels on one knee and asks his partner to marry him, highlighting the importance of following one’s heart.
A video series captures the emotions leading up to a proposal, with people sharing their feelings before popping the question. CaratLane hit the streets of Mumbai to explore the proposal moment, revealing a mix of nervousness and excitement. The videos capture how people planned—or spontaneously executed—their proposals, and what makes a proposal ring special, from symbolic designs to solitaires and custom pieces.
As part of the campaign, CaratLane introduced the Gulnara cut, a 73-faceted solitaire designed for exceptional brilliance. “Many customers want a unique ring, and this cut enhances the sparkle,” Sinha said. The brand also challenges the notion that diamond rings must be expensive. “A beautiful engagement ring starts at Rs 25,000—affordability shouldn’t be a barrier to commitment,” Sinha added.
CaratLane has also partnered with Terribly Tiny Tales (TTT) to produce content that explores different aspects of proposals, offering relatable narratives for modern couples. “These videos capture the essence of how people approach this milestone—whether it’s planning the perfect moment or overcoming last-minute nerves,” Sinha said.
The first video features two brothers in a candid conversation as one prepares to propose. Amid playful banter, the soon-to-be fiancé gets advice on choosing an engagement ring. As they discuss cut, colour and carat, the emotional depth grows. Confident in his choice, he selects the perfect ring, ending on a sentimental note: finding ‘an extra special diamond ring for an extra special woman’.
In another exchange, a man seeks reassurance from his best friend about his proposal plans. His friend, who has also been friends with his partner since childhood, confidently insists she would love it, even though he frets over making the moment perfect.
The campaign has gone live as a 360-degree initiative, encompassing digital, print, in-store and ground activations.
Written by Aparna Bhowmick
Retail Jeweller India Exclusive
