Brand Talks
CaratLane’s Film Bappancha Ashirwaad Celebrates the Beauty of Commitment with a Marathi Twist
CaratLane, a Tata Product, has launched Bappancha Ashirwaad, a regional short film celebrating love and proposals in the spirit of Ganesh Chaturthi. Created with BBH India, the campaign weaves Maharashtra’s culture into a universal love story, premiering across CaratLane’s digital and in-store platforms.
CaratLane, a Tata Product and India’s leading omnichannel jewellery brand, 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 takes its celebrated engagement narrative to Maharashtra, strengthening its connection with the state’s culture and people.
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.”
“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.
The campaign will premiere across CaratLane’s social channels, YouTube, and in-store screens. Influencers and content creators from across Maharashtra will help amplify the story. Together, these regional narratives are part of the brand’s larger effort to connect meaningfully with customers across India’s diverse cultures while keeping love and commitment at the heart of the message.
Brand Talks
Bhima Jewellery Unveils Limited Edition Signature Collection & Inaugurates Great Indian Antique Jewellery Fest
Festive offers, exclusive antique designs and special launch highlight the Christmas–New Year celebration across select Kerala showrooms
Bhima Jewellery has launched the Grand Great Indian Antique Jewellery Fest at its showrooms in Thiruvananthapuram, Pothencode and Attingal, marking the festive season with exclusive launches and attractive offers. The inauguration ceremony was held in the presence of Bhima Jewellery Chairman Dr. B. Govindan, Managing Director Suhas M.S., Directors Gayatri Suhas and Navya Suhas, along with valued customers.
Running from December 20 to December 31, the festival offers customers up to 50% off on gold jewellery, discounts of up to Rs.15,000 per carat on diamond jewellery, and exchange benefits of up to Rs.2,000 on old gold.
A major highlight of the fest was the unveiling of Bhima Jewellery’s Limited Edition Signature Collection, specially curated for the occasion. The collection showcases antique-inspired designs that reflect exceptional craftsmanship and timeless elegance.
Speaking on the occasion, Managing Director Suhas M.S. invited customers to celebrate the Christmas and New Year season with Bhima Jewellery, noting that over 3,000 handpicked statement pieces from across India have been brought together for the festival. The Great Indian Antique Jewellery Fest aims to deliver a distinctive shopping experience through exclusive collections, festive benefits and Bhima Jewellery’s trusted legacy of purity and excellence.
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