CaratLane Launches New Regional Campaign Featuring Kayadu Lohar

Tata-owned jewellery brand CaratLane has released a new regional campaign featuring actor Kayadu Lohar as its regional brand ambassador. The campaign film titled “Written in the Stars” centers on engagement, relationship clarity, and family involvement in modern commitments.

The film shows Lohar arriving to meet a groom arranged by her family. The situation shifts when she realizes the person waiting is her current partner, creating a direct link between cultural norms and personal choice. The story concludes with a proposal and the reveal of a CaratLane engagement ring as the central element.

The narrative reflects how proposals today are shaped by both traditional expectations and individual decisions. CaratLane positions the engagement ring as the main symbol of intent and shared priorities, aligning with its focus on milestone-based jewellery.

• CaratLane Unveils New Engagement Campaign With Kayadu Lohar
• Kayadu Lohar Stars in CaratLane’s “Written in the Stars” Proposal Film
• CaratLane Strengthens Regional Outreach With New Ambassador Kayadu Lohar

CaratLane Managing Director Saumen Bhaumik stated that proposals are emotional and unscripted moments, and the brand wants its communication to represent how these decisions occur within families, relationships, and evolving social expectations. He said the campaign continues the company’s effort to establish its jewellery as part of life events.

The campaign is developed by BBH India. The agency said the objective was to capture relationships that evolve while staying grounded in regional culture and family values. The execution relies on expressions, silent pauses, and visual storytelling rather than dialogue-heavy communication.

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With this film, CaratLane continues building its market positioning around jewellery linked to commitment, emotional milestones, and long-term relationships, reinforcing its strategic focus on the engagement and proposal category.