CaratLane – A Tata Product has unveiled a new campaign film for its 'Kaashika' jewellery collection, celebrating the cultural heritage and architectural splendour of Kashi (Banaras). Crafted in 14KT gold and natural diamonds, the collection draws inspiration from temple motifs, artisanal textures and traditional design elements, reimagined for contemporary consumers.
The campaign is anchored by the song 'Tum Tak', whose association with Varanasi adds emotional depth to the film while reinforcing the city's timeless character. Shot on location in Banaras, the film captures its iconic ghats, temples, bustling streets and quieter moments, reflecting the city's enduring spirit.
The campaign also underscores CaratLane's focus on Uttar Pradesh as a key growth market, positioning the film as both a cultural tribute and a celebration of regional craftsmanship.
Commenting on the launch, Saumen Bhaumik, Managing Director, CaratLane, said, “Kaashika reflects our belief that great design is inspired by culture and brought to life through storytelling. Kashi has an unmistakable soul, and 'Tum Tak' captures its emotion like few songs can. Bringing the two together allowed us to create a campaign that celebrates the city's heritage in a contemporary and deeply evocative way.”
