How CaratLane is redefining jewellery marketing with purpose-driven storytelling

CaratLane, a Tanishq partnership, has become one of India’s leading omnichannel jeweller brands, known for its signature jewellery-buying experience across platforms. In addition to its website, one of the largest online jewellery destinations, CaratLane has over 170 stores nationwide, offering a seamless shopping experience. The brand’s mission has always been to create simple yet bold and beautiful jewellery that is accessible, affordable, and timeless.

CaratLane recently launched its engagement campaign, capturing the emotional journey of men planning the perfect proposal. In conversation with Adgully, Shaifali Gautam, CMO, Caratlane, speaks about the creative process behind the campaign, innovative activations, evolving consumer preferences, and how CaratLane is adapting its designs and customer service. She also sheds light on the brand’s marketing strategy, budget allocation across digital, traditional, and experiential channels, the role of performance marketing, global marketing strategies relevant to the Indian market, as well as insights into CaratLane’s roadmap for the future.

What inspired CaratLane to create this engagement campaign, and how does it capture the emotional journey of men planning the perfect proposal?

CaratLane’s latest campaign sheds light on an often-overlooked aspect of wedding proposals – the introspection, anticipation, and emotions that men experience before taking this life-changing step. The campaign’s film sensitively explores the societal expectations men navigate, from career aspirations to personal identity, as they prepare to pop the question.

By presenting the proposal journey from a man’s perspective, the campaign adds a fresh emotional depth to the act of commitment. Seamlessly blending sentiment with storytelling, it beautifully captures the nuances of love, self-reflection, and the significance of choosing the perfect ring. With this heartfelt narrative, CaratLane continues to redefine the essence of proposals, celebrating the courage, desire, and personal expression that make every love story unique.

What sets CaratLane apart for a proposal is not limited to their beautiful designs, but also the exceptional ability to add an everlasting layer of love and expression to their rings with them world-first tech innovation—Postcards—allowing users to add a heartfelt digital message into any CaratLane ring, which can be scanned by the recipient and relived forever.

What are the main channels used to promote this campaign? Are there any innovative digital or offline activations?

We collaborated with Brand Equity to unveil our latest campaign on Proposal Day (February 8th), creating a powerful impact across digital and traditional media. The film premiered on Meta and YouTube, engaging audiences with its heartfelt storytelling.

CaratLane executed a 360-degree launch strategy, leveraging TV, OTT, Print, Outdoor and Radio advertising alongside an eye-catching large-scale ring installation at Palladium Mall, Mumbai, which became a visual spectacle for visitors. Our 4-week campaign is live on television and OTT. Additionally, an AR-enabled print ad was rolled out in select markets, enhancing interactivity and engagement.

To amplify reach, CaratLane strategically utilized Spotify, Glance, and InShorts, tapping into diverse consumer touchpoints. As part of its innovative on-ground activation, we distributed ring-shaped flyers in key catchment areas near its stores, generating significant traction and boosting in-store footfall.

With this multi-channel approach, we successfully blended creativity, technology, and emotion, reinforcing its position as a frontrunner in the luxury jewellery space.

Could you share insights into the creative process behind the campaign visuals and storytelling?

At CaratLane, every campaign begins with a deep understanding of our customers. To uncover the emotional and psychological drivers behind engagement ring purchases, we conducted extensive brand research, studying perspectives from both men and women. One of the most compelling insights we discovered was the underrepresented male perspective – the emotions, jitters, and self-reflection men experience before proposing, a narrative that few brands have explored.

To bring this vision to life, we collaborated with our creative agency BBH to craft a script that would resonate with modern couples. The result is a powerful, theatrical yet deeply relatable film that visually captures the anticipation and emotional intensity of a proposal. We are thrilled with the way this campaign breaks new ground, offering a fresh and heartfelt take on one of life’s most cherished moments.

With evolving consumer preferences, how is CaratLane adapting its designs and customer service approach?

CaratLane continues to push the boundaries of design and innovation, elevating the customer experience with the launch of its latest engagement collection. At the heart of this collection is the exquisite 73-faceted Gulnaara solitaire, a testament to the brand’s commitment to unparalleled craftsmanship and timeless elegance.

Blending technology with emotion, CaratLane introduced the Postcards feature, redefining how customers celebrate love by adding a personalized touch to their special moments. With over 400+ diamond and solitaire rings, starting at just ₹25,000, this collection offers a diverse range of meticulously crafted designs to suit every love story.

Whether it’s a grand proposal or a heartfelt gesture, a CaratLane solitaire is designed to symbolize love that grows more radiant with time. Customers can explore the collection at 300+ stores across India, online at www.caratlane.com, or book a free try-at-home session for a seamless shopping experience.

How does CaratLane’s marketing budget for this year compare to last year? Have there been any significant shifts in allocation? What percentage of the budget is now dedicated to digital marketing, and how crucial is performance marketing in your overall strategy? How is CaratLane allocating its marketing budget across digital, traditional, and experiential channels?

We have made a significant shift from product-centric marketing to purpose-driven storytelling, ensuring that every campaign resonates deeply with our audience. Our increased focus on collection launches reflects this commitment, allowing us to craft narratives that go beyond jewellery and celebrate meaningful milestones in our customers’ lives.

This strategic evolution along with expansion of regional footprint has also led to a rebalancing of our media investments. While digital platforms have been a dominant force, we recognized the value of traditional media in building trust and broader brand visibility. Previously, 80% of our marketing budget was allocated to digital, but today, we have diversified our approach, investing 40% in Print, Radio, Outdoor, and other offline avenues to create an Omni channel impact.

By integrating digital precision with the expansive reach of traditional media, we aim to connect authentically with diverse consumer segments, while reinforcing our position as a category leader in the jewellery industry.

Are there any global marketing strategies that you believe should be adapted for the Indian market? If so, why?

The Indian market requires a deeply localized approach that resonates with cultural values, purchasing behaviour, and evolving consumer aspiration hence global strategies cannot be as is adapted. A few emerging strategies I see getting adapted are Personalization & Experiential Retail. CaratLane offers innovative solutions like postcards and engraving.

Another thing which is most important from a customer’s point of view is to see ‘If the brand gets them’. The emotional storytelling, and cultural significance can deepen brand relevance. CaratLane is a true Omni channel brand pushing the boundaries of Digital Innovation. Influencer & Community-Driven Marketing is growing in India with consumers increasingly relying on regional influencers, real-life testimonials, and community-driven engagement.

What’s next for CaratLane in terms of upcoming campaigns, product innovations, or expansion plans in India?

At CaratLane, our vision is to establish ourselves as the go-to destination for engagement rings, offering designs that symbolize love and commitment in the most meaningful way. Building on this, our next campaign will continue to strengthen this positioning, reinforcing our commitment to couples embarking on their forever journey.

As part of our brand philosophy, we also celebrate women’s achievements and self-expression. This Women’s Day, we are excited to launch a campaign that extends our signature IP, ‘Wear Your Wins’, empowering women to embrace their milestones through fine jewellery.

Additionally, collection launches remain a strategic priority for us, aligning with key cultural moments. Our upcoming collection for Akshaya Tritiya in April will be a significant launch, bringing auspicious and elegant designs to mark the festive occasion.