#CaratLane #TATAProduct #TeejCelebration #DivyankaTripathi #VivekDahiya #FestiveJewellery #NorthIndiaTraditions #LoveAndJewellery #BuildingRelationships #JewelleryForEveryOccasion
Chandigarh: CaratLane – a TATA product and India’s leading omni-channel jewellery brand – has unveiled its latest festive campaign for Teej, starring popular television couple Divyanka Tripathi Dahiya and Vivek Dahiya. Known for their on-screen charm and real-life chemistry, the duo brings authenticity and warmth to the campaign, which celebrates the essence of love and togetherness during this traditional festival.
Celebrating the Spirit of Teej
Teej is a significant festival across Northern India, especially in states such as Rajasthan, Uttar Pradesh, Delhi, Haryana, and Bihar. The festival symbolizes devotion, love, and marital bliss, often marked by vibrant traditions and thoughtful gifting.
CaratLane’s new campaign taps into this cultural significance, presenting a heartfelt narrative that resonates with modern couples while staying rooted in tradition. The film beautifully captures “the joy of small moments”, portraying love as quiet, intimate, and deeply meaningful.
The Campaign Narrative
The emotionally driven film reflects a relatable modern-day scenario, where genuine expressions of love often lie in small, thoughtful gestures rather than grand declarations. Featuring CaratLane’s elegant gold and diamond jewellery collection, the campaign subtly emphasizes the emotional value of gifting and how jewellery becomes a timeless token of love and remembrance.
The storyline follows a tender exchange between Divyanka and Vivek, showcasing how a simple act of gifting can create unforgettable moments of happiness. In doing so, the campaign not only promotes CaratLane’s festive-ready jewellery range but also reinforces the brand’s philosophy of making jewellery gifting a personal and cherished experience.
Regional Focus and Expansion
CaratLane’s Teej campaign is also strategically aimed at strengthening the brand’s connection with North Indian customers, where Teej holds deep cultural relevance. The company has been expanding rapidly in this region with over 50 retail stores already operational across key cities and more stores in the pipeline.
According to the brand, Uttar Pradesh, Rajasthan, and Delhi NCR are emerging as strong growth markets, especially among younger customers who appreciate contemporary jewellery designs with a traditional touch. By aligning its campaign with local traditions, CaratLane is ensuring it speaks the language of its audience while maintaining its modern appeal.
CMO’s Perspective
Speaking about the campaign, Shaifali Gautam, Chief Marketing Officer, CaratLane, said:
“Our festive campaigns at CaratLane are always rooted in emotion, cultural insight, and evolving consumer behaviour. Teej is a cherished occasion for our North Indian customers—a festival that beautifully blends devotion, nostalgia, and togetherness. With Divyanka and Vivek leading this narrative, we aim to create a moment that feels both intimate and relatable. This campaign also strengthens our footprint across North India, especially Uttar Pradesh, where we’re seeing incredible brand affinity among younger couples and gifting audiences.”
Emphasizing Everyday Love
The heart of CaratLane’s campaign lies in celebrating quiet love—the kind that expresses itself through everyday gestures and meaningful surprises. The film serves as a gentle reminder to husbands to plan thoughtful Teej gifts, highlighting that “the smallest surprises often leave the biggest impact.”
By leveraging the popularity of Divyanka Tripathi Dahiya and Vivek Dahiya, the campaign resonates strongly with its target audience—urban couples who value both tradition and modernity. Their real-life bond adds authenticity to the storytelling, making the campaign warm, aspirational, and relatable.
Showcasing Festive Jewellery
The campaign features CaratLane’s versatile festive collection, including lightweight gold pieces, intricately designed bangles, and contemporary diamond jewellery. This curated range reflects the brand’s promise of affordable luxury, making it accessible to customers seeking high-quality designs that blend seamlessly with festive attire.
CaratLane: Combining Tradition with Modernity
CaratLane, known for its omni-channel presence, continues to redefine jewellery shopping in India by merging online convenience with offline trust. Through virtual try-ons, customization options, and home trials, the brand offers a seamless shopping experience while maintaining cultural relevance during festive occasions like Teej.
This campaign underscores CaratLane’s ability to bridge cultural heritage with contemporary lifestyle trends, positioning the brand as a trusted name for gifting and self-purchase among young, aspirational consumers.
Outlook
As CaratLane strengthens its presence in North India and other key markets, it is clear that festive campaigns will play a pivotal role in driving engagement and brand loyalty. By weaving tradition, emotion, and modern design into its narrative, CaratLane continues to reinforce its position as a leading jewellery brand that understands the heart of Indian celebrations.
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#CaratLane #TATAProduct #TeejCelebration #DivyankaTripathi #VivekDahiya #FestiveJewellery #NorthIndiaTraditions #LoveAndJewellery #BuildingRelationships #JewelleryForEveryOccasion
