CaratLane, India’s leading omni-channel jewellery brand and a Tata Product, has launched the second chapter of its ongoing engagement campaign with a heartwarming new film titled The Nudge. Conceptualised by BBH India, the campaign is rooted in a culturally resonant insight: many men delay commitment, and sometimes all it takes is a gentle push to take the leap.
Building on the emotional success of its proposal campaign series, this chapter offers a refreshingly real and relatable narrative, urging men to act before it’s too late. The film features CaratLane’s extensive 400+ engagement ring collection, including the uniquely crafted 73-faceted CaratLane Gulnaara.
“At CaratLane, we believe proposals should come from the heart—on your own terms and in your own time. With The Nudge, we’ve captured a beautifully honest moment that reflects how real relationships unfold. This campaign is about encouraging more men to embrace commitment authentically, and mark it with a CaratLane ring that shines as brightly as their intent,” said Saumen Bhaumik, CEO, CaratLane.
The campaign seeks to redefine the act of proposing not as a borrowed Western ritual, but as a deeply Indian expression of emotion, timing, and intention.
“We wanted to root the act of proposal to a cultural truth. The story we told isn’t fantasy - it’s real, messy, funny and human. And that’s what makes it a CaratLane story. A bold moment of carefree expression caused by a little nudge from true to life circumstances. We hope this story is all the nudge men need to propose to their partners before it is too late. Here’s to the beauty of commitment,” said Parikshit Bhattaccharya, CCO, BBH India.
The Nudge will be amplified across television, digital platforms, social media, and in-store activations, bolstered further by influencer-led initiatives. It continues to underline CaratLane’s mission of making jewellery not merely an adornment, but a meaningful symbol of emotion, intent, and self-expression.
The brand’s signature belief remains at the heart of the campaign series: “Commitment is a beautiful thing. Seal it with a CaratLane ring.”
