Mumbai, January 30th, 2018: CaratLane, India’s leading omnichannel jeweller taps into the emoji-speaking, meme-sharing and self-expressive nature of millennials with an upbeat Valentine’s campaign titled the ‘New Expressions of Love.’ Conceptualised by Lowe Lintas, the campaign rolled out nationally with a combination of TV, digital and CaratLane’s social media channel.
The film revolves around four women. These women, though extremely individualistic in personality, all share the cool confidence that is seen in young Indian women of today! In every scene, the focus is on the women and their love stories complemented by a piece of jewellery that they’ve received as Valentine’s gifts. These designs are from CaratLane’s Valentine’s collection which features quirky jewellery (starting at Rs. 4,500) that come in a gift-ready package with love notes that capture the unique meaning of the designs – making them truly the new age ecards. The stories are told in a very modern format, and the film also subtly hints at the shift in gender roles – a woman riding a bike while her boyfriend is sitting behind. The men, while they are a part of the story, are not in focus throughout the film. All our understanding of these men comes to us through the private voices of the women. And what we do understand of these men is that they work hard to keep the attention of these women.
Talking about the campaign Atul Sinha- Senior Vice President Marketing, CaratLane said, “The New Expressions of Love’ campaign beautifully captures how we’ve made precious jewellery the coolest (yet affordable) way to express your love this Valentine’s Day. Every design from our Valentine’s collection comes with an expression, all you have to do is choose yours. If she makes you LOL all the time, then tell her so with the smiley ring!”.
The TVC launched nationally on 23rd January 2018
Campaign Type: Television Commercial
Creative Agency: Lowe Lintas
Production House: Superfly Films