CaratLane, a Tata product and one of India’s leading omnichannel jewellery brands, has unveiled ‘Bappancha Ashirwaad', its latest regional short film, following the huge success of its Teej campaign for Uttar Pradesh. With this release, the brand aims to take its celebrated engagement narrative to Maharashtra, strengthening its connection with the state’s culture and people.
Watch the film here:
Developed in partnership with BBH India, ‘Bappancha Ashirwaad’ places a modern proposal story against the lively backdrop of local festive celebrations, while keeping the focus on the gentle encouragement that inspires couples to commit. By weaving regional flavours into a universal love story, CaratLane aims to build deeper resonance with audiences in Maharashtra.
Saumen Bhaumik, Managing Director, CaratLane said, “At CaratLane, we believe that love stories are best told in the language of the heart, the mother tongue! With this ‘Bappancha Ashirwad’ film, we are delighted to be celebrating the unique culture and traditions of Maharashtra, weaving the joy of a proposal with the spirit of Ganesh Chaturthi! As a brand, we want to help couples make their special occasions really unforgettable. That magical moment when time stands still, nothing else seems to exist — we are privileged to be part of such rare expressions.”
The campaign will run on CaratLane’s social media, YouTube, and in-store screens. Influencers and creators from Maharashtra will share the story, adding regional voices. These narratives are part of the brand’s effort to connect with people across India’s cultures, with love and commitment at the center.
“‘Bappancha Ashirwaad’ takes the gentle push of The Nudge and lets it breathe in a fresh language and setting. The emotion is universal, but the streets and sounds are unmistakably local. We hope viewers see their own journeys reflected in this simple invitation to say yes,” said Parikshit Bhattacharya – Chief Creative Officer, BBH India.
Watch the Instgram ad:
View this post on Instagram
