CaratLane ropes in Divyanka Tripathi Dahiya and Vivek Dahiya for its Teej campaign
Divyanka Tripathi Dahiya
and
Vivek Dahiya
.
The emotionally resonant film beautifully captures the essence of Teej: the meaningful bond shared by married couples, the joy of small moments, and the timeless charm of traditional festivals. It's a story of love in its simplest, most genuine form, brought to life through thoughtful
jewellery gifting
.
Teej holds deep cultural significance across Northern India, particularly in states like Rajasthan, Uttar Pradesh, Delhi, Haryana, and Bihar. CaratLane's campaign thoughtfully connects with its growing customer base in this region, aligning with the brand's steady retail expansion. With over 50 stores across North India and more planned, CaratLane is positioning itself as a brand that celebrates regional traditions while offering modern jewellery designs.
Shaifali Gautam, chief managing officer, CaratLane, shared her thoughts on the campaign, said, "Our festive campaigns at CaratLane are always rooted in emotion, cultural insight, and evolving consumer behaviour. Teej is a cherished occasion for our North Indian customers—a festival that beautifully blends devotion, nostalgia, and togetherness. With Divyanka and Vivek leading this narrative, we aim to create a moment that feels both intimate and relatable. This campaign also strengthens our footprint across North India, especially Uttar Pradesh, where we're seeing incredible brand affinity among younger couples and gifting audiences."
At the heart of this campaign is the beauty of quiet love, demonstrated through thoughtful, everyday gestures.
The film portrays a relatable, heartfelt moment that reflects modern relationships and the emotional value of gifting. Featuring CaratLane's versatile, festive-ready gold and diamond jewellery, the campaign gently reminds husbands to plan meaningful Teej gifts, emphasising that the smallest surprises often leave the biggest impact.
Watch the video here:
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Time of India
5 hours ago
- Time of India
Ayush Mehra and Yashaswini Dayama celebrates sibling love with CaratLane
CaratLane – a Tata product and India's omni-channel jewellery brand, has unveiled its heartwarming Raksha Bandhan campaign featuring internet's favourite sibling duo, Ayush Mehra and Yashaswini Dayama . Known for their effortless chemistry and playful energy, the duo brings to life the sweet, relatable dynamic that defines countless brother-sister relationships. The campaign film captures the essence of Raksha Bandhan—blending humour, nostalgia and genuine emotion. From quirky sibling banter to touching gestures of care, the film is a tribute to bonds that grow stronger with time. It reminds us that it's not just the ritual, but the love and effort behind it that makes Rakhi truly special. Shaifali Gautam, chief marketing officer, CaratLane, said, 'With Ayush and Yashaswini, we've brought alive that joyful dynamic in a way that feels real and relatable. This year, we're excited to make gifting more meaningful for families across the globe with our expanded international shipping—enabling customers to send a piece of their heart, beautifully crafted in jewellery.' With siblings across the globe often relying on couriers or third-party platforms to send Rakhi gifts, this move makes CaratLane jewellery a more thoughtful, accessible, and seamless gifting option, no matter where your sibling is, the press release shared with ETBrandEquity stated. Watch the video here:
Fashion Value Chain
7 hours ago
- Fashion Value Chain
CaratLane's Rakhi Ad Celebrates Sibling Love Worldwide
CaratLane, a Tata product and India's leading omni-channel jewellery brand, launches its Raksha Bandhan campaign with beloved internet personalities Ayush Mehra and Yashaswini Dayama. Known for their natural sibling-like chemistry, the duo beautifully captures the quirks, laughs, and heartfelt moments that define the sibling bond. The campaign film is a light-hearted yet emotional portrayal of the timeless Raksha Bandhan tradition, celebrating the everyday warmth, teasing, and love that siblings share. With nostalgic moments and relatable sibling banter, the film reminds viewers that Rakhi is less about the formality and more about the love and intention behind it. Shaifali Gautam, Chief Marketing Officer of CaratLane, commented, 'Raksha Bandhan is a celebration of love and nostalgia. Ayush and Yashaswini perfectly bring out that sibling magic. We're also excited to make gifting easier for global families through our expanded international shipping—so brothers and sisters across the world can share a meaningful Rakhi moment.' This year, CaratLane strengthens its global reach with expanded international shipping to over 30 countries, including Germany, Ireland, Japan, Saudi Arabia, Netherlands, Brazil, Sri Lanka, and more. This makes sending jewellery gifts simpler and more meaningful for siblings separated by distance. In a season rooted in tradition and affection, jewellery remains a timeless symbol of lasting memories. A Rakhi gift from CaratLane becomes more than an ornament—it becomes a cherished keepsake that honours the enduring bond between brothers and sisters.
The Print
20 hours ago
- The Print
Teej Mahotsav concludes with focus on culture, women empowerment
Held from July 25 to 27, the event featured over 100 stalls showcasing handicrafts, regional delicacies, cultural art forms and interactive activities such as rangoli-making, slogan writing and quiz competitions, it said. Organised by the Delhi government, the festival witnessed enthusiastic participation from across the city and beyond, transforming the venue into a hub of music, crafts, food and community engagement, a statement said. New Delhi, Jul 27 (PTI) The Teej Mahotsav 2025, a three-day celebration of tradition, women's empowerment and cultural heritage, concluded on Sunday at Dilli Haat, Pitampura. A dedicated children's zone, selfie points, swings and free mehendi services added to the festive atmosphere, it added. Women Members of Parliament from Madhya Pradesh, Uttar Pradesh, Uttarakhand and Delhi took part in the event. Mallika Nadda was also among the attendees, the statement said. Speaking at the closing ceremony, Chief Minister Rekha Gupta described Teej as a reflection of cultural awareness and women's collective identity. 'The presence of my sisters enhances the beauty of every event. The large turnout shows how deeply connected women are to the spirit of Teej,' she said. Minister for Art, Culture, Language and Tourism Kapil Mishra said the event was organised free of cost to promote women-led entrepreneurship and provide a platform for local talent. 'Teej Mahotsav is an important step towards positioning Delhi as the cultural capital of the country,' he said. PTI SHB HIG HIG This report is auto-generated from PTI news service. ThePrint holds no responsibility for its content.
