by Suman Gupta
July , 2024. Mumbai: CaratLane, India’s leading omni-channel jewellery brand, has launched a heartfelt cultural movement with its campaign #WearYourWins. The latest campaign from CaratLane aims to empower women by encouraging them to reward every win – big or small, professional or personal. Often, women work tirelessly for these wins but may hesitate to acknowledge them. CaratLane believes that regular recognition of these accomplishments will not only boost confidence but also inspire women to achieve higher goals. Through this campaign, CaratLane seeks to raise awareness and encourage women to own and reward themselves for their Wins.
The campaign features ace Content Creator and Designer Nancy Tyagi who made headlines by walking the red carpet at the Cannes Film Festival wearing an elaborate, self-stitched gown and stunning CaratLane jewellery. The brand also launched its first collection PEAK to epitomise this campaign. The PEAK collection was crafted to reward each step of the wearer’s journey to success. The collection features a unique (first of its kind) mountain-inspired ‘Everest Cut’ as a testament to the wearer’s journey trials and wins, shaping each stone into a symbol of success.
Talking about the launch, Jennifer Pandya, VP of Marketing, CaratLane, said: “Enabling our customers to express themselves is our brand’s purpose. While most women are quick to appreciate their loved ones and their achievements, they are hesitant to acknowledge their own wins, whether personal or professional. According to a study* we did with Quantum only 3 out of 10 women celebrate their wins. As a brand that champions expressions, we wanted to urge women to stop undermining their wins. Rather we want them to acknowledge and reward themselves for these wins. We see this as a cultural movement rather than a campaign.”
Conceptualised and conceived by BBH India, Parikshit Bhattaccharya, Chief Creative Officer of BBH India, stated, “Research has confirmed some disheartening facts. Women discount their own effort; they don’t acknowledge their own achievements, and they don’t celebrate their own wins enough. CaratLane is a trailblazing brand in the way it conducts its business and in what it enables through its many innovations. It is only fitting that it is the first jewellery brand to inspire women to celebrate their victories through Wear Your Wins. The initiative comprises a film, social interventions, and many more executions to inspire women to adorn their wins with jewellery – like dazzling tattoos as reminders of wins that are important to them,”
CaratLane’s #WearYourWins campaign has added another dimension to self-expression, seamlessly blending acknowledging achievements and rewarding oneself for their wins.
Based on an external study by Quantum: 28-45 years old, NCCS A, Female category buyers only
Campaign links:-https://youtu.be/Jb8T0NEfClw?si=ELfScXc-kE4sROFP
About CaratLane:CaratLane – a Tanishq Partnership, India’s first omni-channel jewellery brand, was founded in 2008 by Mithun Sacheti and Srinivasa Gopalan with a simple but courageous objective – to make beautiful jewellery accessible, affordable, and forever wearable. The driving force behind all of CaratLane’s efforts is its purpose of helping people express their emotions. Through its unique designs and innovative technological interventions, it aims to be a meaningful part of every milestone in every woman’s life.
As a subsidiary of Titan Company Limited, CaratLane is partnered with India’s largest retail jewellery, Tanishq. The partnership aims to work towards a common mission – to offer customers beautiful jewellery and a distinctive shopping experience that fits today’s values and lifestyles – enabling CaratLane to grow as India’s 21st-century jewellery brand.
CaratLane is also known for its signature jewellery-buying experience across all platforms. Along with the website, which is India’s largest online jewellery destination, CaratLane now has 270+ brand stores across the country. CaratLane has also pioneered unique features like CaratLane Live, an online live shopping experience and Try at Home, where customers can book an appointment to try their favourite jewellery designs in the comfort of their home, with no obligation to buy. Facilitating the diamond-buying experience in India, CaratLane stores also include a Solitaire Lounge personalised with a highly skilled team to assist diamond buyers in finding the perfect solitaire jewellery.
About BBH India:For 40 years, BBH has harnessed the power of difference to create world-class ideas that make a difference to our clients’ businesses. Born of the same principle, BBH India has evolved into a creative powerhouse with 120+ ‘black sheep’ in Mumbai and Delhi. The agency offers highly effective, consistent, and modern marketing solutions spanning advertising, design, digital, consulting, and experiential. BBH collaborates with a diverse portfolio of brands, including CaratLane, Hitachi, Garnier, Times Prime, Red Bull, Beam Suntory, Marico, Nestle, Mahindra Group, L’Oréal Group Digital, RPG Group, and Bajaj Electricals, among many others. BBH is part of Publicis Groupe, with full access and backing of the Groupe’s Power of One across media, PR, data, tech, commerce, experiential, content, and production.
