CaratLane

For most Indian men, proposals are a Western concept. Weddings may be grand but proposals are not given the same importance. Often, the man doesn’t even propose. CaratLane, India’s largest online jeweller, wanted to own the proposal space and make the proposal a sacred ritual. 

The campaign was targeted at men, encouraging them to propose before they got

married (even if it was an arranged marriage). With a CaratLane solitaire, of course.

A television commercial launched the campaign and was followed by a couple of print

ads.

Credits:

Senior creative director: Rayomand Patell
Planner: Carl Daji

Art director: Kanan Doshi

Copywriter: Arpan Bhattacharyya

Account management: Ponnappa K A

Director: Prakash Varma

Production House: Nirvana Films

The launch campaign was followed by product ads. The brand still spoke to men but the communication was designed depending on the products / occasion that the brand wanted to highlight.