Blending tradition with modern love, the jewellery brand’s latest film captures the quiet joy of gifting and togetherness.
India, 15 July 2025 — CaratLane, a TATA brand and one of India’s leading omni-channel jewellery retailers, has launched a charming new festive campaign ahead of Teej, starring beloved television duo Divyanka Tripathi Dahiya and Vivek Dahiya. The campaign film explores the simple yet powerful emotional connections that define modern relationships, offering a fresh take on traditional celebrations through the lens of everyday romance and meaningful gifting.
The narrative is rooted in the cultural spirit of Teej, a festival observed with devotion and joy across Northern India—including Rajasthan, Uttar Pradesh, Delhi, Haryana, and Bihar. Drawing on these regional traditions, the campaign positions CaratLane’s jewellery as a bridge between timeless customs and contemporary love.
Set against an intimate backdrop, the story captures a slice of life between a couple where love is expressed not through grand gestures, but through quiet thoughtfulness. A moment of surprise. A gift that speaks without words. And jewellery that becomes a part of shared memories.
“Our campaigns are designed to reflect real, evolving relationships,” said Shaifali Gautam, Chief Marketing Officer at CaratLane. “Teej holds a special place in the hearts of our North Indian audience, and with this film, we wanted to create something honest and warm. Divyanka and Vivek bring natural chemistry to the screen, and that emotional authenticity ties beautifully with our jewellery—crafted for both occasion and emotion.”
With over 50 stores across North India and more openings in the pipeline, CaratLane continues to strengthen its connection with regional customers. The brand has seen rising traction among younger couples and new-age gifters, especially in states like Uttar Pradesh, where its blend of traditional values and modern designs resonates deeply.
Showcasing gold and diamond pieces that are festive-ready yet wearable beyond the occasion, the campaign gently encourages partners to mark Teej with something special—reminding audiences that often, it’s the smallest gifts that carry the most meaning.