CaratLane’s Shaya comes up with Galentine’s Day campaign

Campaign based on fictional character Leslie Knope a hit on Instagram 

e4m by exchange4media Staff
Updated: Feb 18, 2019 5:24 PM

Shaya, the silver jewellery brand by CaratLane, has launched a Galentine’s Day campaign, inspired by the fictional character Leslie Knope from popular sitcom Parks & Recreation. 

The campaign was live on their social media pages from February 4 to 13 and has invited women who are the main inspiration behind Shaya to engage with the brand by reposting the video on their own social media page to win a special gift from Shaya. 

The digital film has received on Instagram 88,110 views, 20,000 reactions and 15,000 engagements. 

CaratLane - a Tanishq partnership - started Shaya in September 2018. It was established on the basis of inputs from CaratLane’s customers, many of whom were frequent silver buyers. 

They wanted designs that resonated with their personal style and they wanted
more choices. Shaya was conceived to address these needs.


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