CaratLane, India’s leading jewellery destination and a Tata product, has introduced Bappancha Ashirwaad, a Marathi short film that celebrates commitment through the lens of culture. Building on the success of its Teej campaign in Uttar Pradesh, the brand now takes its storytelling to Maharashtra, where love meets the joy of Ganesh Chaturthi.
Created in collaboration with BBH India, the film tells a modern-day proposal story woven seamlessly into the vibrant atmosphere of local festivities. By rooting a universal emotion in regional traditions, CaratLane continues to deepen its connection with diverse audiences across India.
We believe love speaks best in the mother tongue,” said Saumen Bhaumik, Managing Director, CaratLane. “With Bappancha Ashirwaad, we’re celebrating Maharashtra’s warmth and festive spirit while spotlighting those once-in-a-lifetime proposal moments. Our jewellery is meant to be part of these unforgettable memories.
The campaign is set to roll out across CaratLane’s social platforms, YouTube, and in-store screens, with Maharashtra’s influencers and creators amplifying the narrative further.
Adding a creative perspective, Parikshit Bhattacharya, Chief Creative Officer, BBH India, shared, “The heart of the idea remains universal, but its voice, streets, and celebrations are distinctly Maharashtrian. It’s an invitation for couples to embrace love and commitment in a way that feels their own.
CaratLane offers an extensive range of engagement rings — more than 400 designs starting from ₹25,000 — available both online at www.caratlane.com and at its stores across India.