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CaratLane launches ‘The Nudge’ – Chapter 2 of its Engagement Campaign

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CaratLane, India’s leading omni-channel jewellery brand, has unveiled the second phase of its ongoing proposal campaign series with a new film titled The Nudge. Conceptualised by BBH India, the film is built on a powerful emotional insight—men often procrastinate when it comes to commitment, and sometimes, all they need is a gentle nudge to act.

The second chapter in its proposal campaign series, this heartfelt film encourages men to embrace commitment before it’s too late. Featuring rings from CaratLane’s 400+ engagement ring collection, and the special 73 faceted CaratLane Gulnaara, the brand film is a refreshingly real and heartfelt story. It reimagines the act of proposing not as a borrowed Western ritual, but as an honest Indian truth—rooted in timing, intent, and the decision to stop holding back.

Saumen Bhaumik, CEO, CaratLane, said: “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.”

Commenting on the campaign, Parikshit Bhattaccharya, CCO, BBH India, said: “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.”

The campaign will be amplified through television, digital platforms, and social media, supported by influencer engagement and in-store activations. It continues to build on CaratLane’s mission to make jewellery not just a product of adornment, but a powerful symbol of emotion, intent, and self-expression.

At its heart, the campaign series is anchored in the belief that: “Commitment is a beautiful thing. Seal it with a CaratLane ring.”

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BrandBuzz

Mavitrra Launches “The Amara Collection” – A Timeless Celebration of Bridal Grandeur and Festive Luxury

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Mavitrra, the elegant and stylistically unique and masterfully crafted bespoke diamond jewellery brand, has just come up with its latest creation this Diwali season. The Amara Collection, an alluring and timeless luxury bridal and festive jewellery collection that stays radiant and adds value to your wardrobe for the coming years.

“The Amara Collection” defines the beauty and sophistication of a lifetime, with pieces that are impeccably designed using natural diamonds and hallmark white and yellow gold. Each piece honours the glory of Indian celebrations and the opulence of bridal extravagance, combining ageless charm with modern artistry.

The idea of “Shining Beyond Time” has been the core of designing the collection, representing the concept in all the jewellery pieces.  This is a collection of timeless masterpieces ranging from elegant diamond bangles and statement bridal rings to delicate yet grandeur evoking Lotus Earrings, all crafted in exquisite yellow and white gold. The essence of Mavitrra’s concept of artwear serving as a medium of expressing one’s unique personality and feelings is there in every intricate ornament.

“The beautiful, Amara collection is a nod to the spirit of the contemporary Indian woman, the bright, the strong and the timeless one,” states Bindu Sharma, the Founder and Creative Director of Mavitrra. She adds, “Every piece epitomises elegance, history, going far beyond ongoing fashion.”

Mavitrra specialises in custom-tailored luxury and blends proven manufacturing techniques with the highest quality inputs and a qualitative design to produce not merely luxurious jewellery but significant ones. From the custom bridal sets to the singular heirloom designs, each creative work is backed up by a certificate of excellence and made to perfection by hand of the master artisans.

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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.

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