CaratLane & BBH India Mark Pujo with Heartfelt Proposal Ad

CaratLane, the most popular omni-channel jewellery brand in India, collaborated with BBH India to launch a heartwarming brand new video that gives a new twist to Durga Puja.

As part of their continuing engagement program, the movie demonstrates how a CaratLane proposal ring can turn a marriage proposal on Pujo into unforgettable, a mix of joy and modern love story.

The film was produced by both the BBH India and it depicts the ambiance of Durga Puja, a favourite festival in West Bengal, in particular, due to its vivid celebrations and the sense of emotion.

It narrates the tale of a romantic proposal against the backdrop of a colorful Pujo, and the promise to be loyal makes it intimate and strongly related to the Indian culture.

The film does not have to rely on Western conceptualizations of romance but instead glorifies love in a manner that is realistic and familiar.

• CaratLane and BBH India Celebrate Durga Puja with Heartwarming Proposal Film
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• CaratLane Captures Modern Love and Tradition in Festive Durga Puja Proposal Film

Saumen Bhaumik, CaratLane’s CEO, shared, “At CaratLane, we believe proposals should reflect authentic emotions. This film captures the magic of Pujo and the sincerity of a heartfelt commitment, sealed with a CaratLane ring that shines as brightly as the moment.” The campaign showcases CaratLane’s wide range of over 400 engagement rings, including the unique 73-faceted Gulnaara, each designed to symbolize love and devotion.

Parikshit Bhattaccharya, Chief Creative Officer at BBH India, added, “We wanted to root the proposal in a cultural truth that feels real and human. Pujo’s emotional intensity provides the perfect nudge for couples to take the leap.” The film’s warm, relatable storytelling aims to strike a chord with viewers, showing how Pujo’s energy can inspire life-changing moments.

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You can catch the campaign on TV, social media, digital platforms, and in CaratLane stores, with influencers helping spread the word. CaratLane continues to show that jewellery is more than just adornment—it’s a way to express love and commitment. As they put it, “Commitment is a beautiful thing. Seal it with a CaratLane ring.”