CaratLane launches its first TVC

The ad, designed by Contract Advertising, provides a fresh take on arranged marriages in India and encourages men to pop the question before tying the knot

e4m by exchange4media Staff
Updated: Jan 22, 2013 9:39 PM
CaratLane launches its first TVC

Online jewellery retailer CaratLane recently launched its first television ad campaign across the country. Through this campaign CaratLane aims to establish the importance of a ‘proposal’ even in the context of arranged marriages.

The ad has been conceptualised and created by Contract Advertising. The TVC has been directed by Nirvana Films’ Prakash Varma, the man behind the iconic Vodafone ZooZoo campaign, among many others. The campaign will be aired across all leading channels.

The ad provides a fresh take on arranged marriages in India, narrating the story of the man proposing to the unsuspecting girl in private, moments before they exchange rings formally in a room full of people attending their engagement.

Mithun Sacheti, Co-founder & CEO, CaratLane said, “In India, engagements and weddings are big family dos, with the bride and groom being the centre of festivities. We believe that the proposal can add something very romantic to the Indian marriage. It is a very private ritual for the couple, and the true value of a proposal is known only after it has happened. It is very difficult to remember every bit of the wedding day, but everyone remembers every second of their proposal.  And what’s more, diamonds are central to proposals! We could not have picked a better story line for our solitaires. Indian men should realise that an arranged marriage is no excuse for why they shouldn’t propose.

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