BrandBuzz
CaratLane launches ‘The Nudge’ – Chapter 2 of its Engagement Campaign
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.”
BrandBuzz
VBJ Unveils ‘The Bangle Beauties’ – A Grand Celebration Of 10,000+ Bangle Designs
PUNEET GUPTA | PUNEET GUPTA CRAFTED FINE GOODS
VBJ, Vummidi Bangaru Jewellers, India’s most trusted heirloom jewellery brand, announces ‘The Bangle Beauties’, a month-long festival celebrating the versatility and enduring appeal of bangles. Running from 5th September to 5th October 2026, the festival will showcase an extensive collection of bangles in gold, silver, diamond and platinum.
The festival showcases over 10,000 beautiful bangles for every occasion – from everyday wear and festive celebrations to weddings, milestones, and special moments. Available across all VBJ stores and online, the collection spans understated classics, timeless traditional designs, intricate creations, and contemporary statement pieces. Each bangle reflects VBJ’s signature craftsmanship, seamlessly blending tradition and artistry with modern design sensibilities.
For those looking to make their jewellery even more personal, VBJ also offers customisation within 10 days*, allowing customers to create bespoke bangles tailored to their preferences. From design details to individual requirements, the service adds a personal dimension to the festival experience.
Speaking on the launch, Amarendran Vummidi, Managing Partner, VBJ, said:
“Bangles have always held a special place in Indian jewellery and are an integral part of one’s jewellery wardrobe. They are associated with traditions and personal memories. With ‘The Bangle Beauties’, we hope to create a dedicated celebration to spotlight their relevance across generations. The festival is our tribute to the timeless appeal of bangles and the many stories they become a part of.”
Jithendra Vummidi, Managing Partner, VBJ, added:
“The idea behind ‘The Bangle Beauties’ is to give our customers an opportunity to explore the incredible versatility of bangles. Bringing together over 10,000 beautiful designs, the festival offers an extensive range of choices, making it easy for customers to discover the right bangle for every occasion, style, and preference. It is a celebration of the sheer variety and craftsmanship that make bangles such an iconic part of jewellery.”
As a fifth-generation family-run brand, VBJ takes immense pride in its legacy as the creator of the historic Sengol (sceptre) – a sacred symbol of India’s democratic journey. Rediscovered after 72 years through meticulous research by the VBJ team, the Sengol was reinstated beside the Speaker’s chair in India’s new Parliament building, Sansad Bhavan, by Hon’ble Prime Minister Narendra Modi, marking VBJ’s enduring bond with India’s cultural and national heritage.
As part of its continued expansion across South India, VBJ is set to launch a new showroom in Coimbatore, reinforcing its commitment to bringing its distinctive craftsmanship and personalised jewellery experiences closer to customers across Tamil Nadu.
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