CaratLane’s Harmony contest makes Insta users identify Hindi songs and win bracelets

Synchronicity between the product and its promotion is crucial today. In the era of social media, it takes just minutes for people to hail or disapprove a message conveyed through promotions. So, direct connection can be established through a common tonality, which CaratLane has achieved with its promotional campaign of its latest collection titled Harmony.

Music is not just in the name of the range, as the brand engaged in a contest to excite followers. The brand uploaded a mashup of three instrumental tracks of Bollywood songs. The mashup, which didn’t even last a minute, incorporates the chorus elements of three very popular contemporary Bollywood songs.

One of the succeeding factors of this contest was its witty rules section. The songs were very easy to guess, prompting followers to comment easily. However, one of the rules was to tag CaratLane along with the right answer in the comment section to get plus points. One also had to share this in their stories and tag the brand to get triple points. Participants could also ask their friends to join in.

The most important point was the rule allowing multiple entries. This led to the campaign get a humongous response of over 1,950 comments at the time of writing this piece. Such engagement happened within a day of the release of the campaign, which will continue till January 20. This gave a brilliant opportunity for the brand to engage maximum number of followers possible with the winning prize of a bracelet from the collection.

CaratLane’s Harmony collection consists of rings, earrings, pendants and bracelets in 22 Karat gold and diamond. Through this master-stroke of a contest, the brand has achieved impressive standards of organic collection promotion while grabbing attention of users through peppy Bollywood songs that almost everyone know, creating a direct connection with the range and preferences of the target audience.

Written by Shubham Dasgupta

RJ Exclusive