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CaratLane’s Pujo Film “Mayer Aashirbad” is a Poetic Proposal, a Love Letter to Bengal

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CaratLane, in collaboration with its creative partner BBH India, has unveiled a new Pujo campaign for West Bengal that redefines Durga Puja as the ultimate moment for a heartfelt proposal. The campaign is a beautiful fusion of tradition, art, and romance, positioning CaratLane’s elegant proposal rings as the perfect symbol of commitment.

According to Saumen Bhaumik, Managing Director, CaratLane, the vision behind the campaign was to connect with people on a deeper, more personal level. “Love, romance and proposal are matters of the heart. We believe a proposal comes from the heart, on your own terms, in your own time, free flowing, and spontaneous—like an unforgettable melody. The film ‘Mayer Aashirbad’ attempts to capture that beautifully honest moment cinematically in the backdrop of Durga Pujo—the biggest event in Bengal. The medley of Rabindra Sangeet and folk melodies truly brings this story to life. Just to say that the most meaningful moments of love are simple, sincere, and made to last.”

The three-minute film, a bold creative choice, breaks away from conventional advertising. Instead of a hard sell, it offers a visual and emotional story that speaks directly to the soul of Bengal. Parikshit Bhattacharya, Chief Creative Officer at BBH India, said “the idea was simple: Durga Pujo is already a love story – between people, rituals, and memories. With “Mayer Aashirbad”, we simply added a proposal ring to the climax.”

The campaign film is a feast for the senses, brought to life by the masterful direction of Bauddhayan Mukherji of Little Lamb Films. Celebrated for his sensitive, lyrical storytelling, Mukherji has blurred the line between cinema and advertising, creating a piece that feels like a short film. He shared that his goal was to capture “visual poetry with human truth.”

“Not every film, or every filmmaking process is an experience. This CaratLane film ticks the boxes on both counts. ow often have we seen a musical in Indian advertising? I must thank the team at BB for writing something as unique as this and the brand team at CaratLane for having faith in it. My task was the easiest. I just had to realize their vision. I really hope Bengalis all over the world connect with the film”, said Bauddhayan.

The film’s emotional core is its music, a soul-stirring score composed by the legendary Debojyoti Mishra. Blending timeless Rabindra Sangeet with folk melodies, Mishra’s soundscape is both nostalgic and fresh, perfectly complementing the unfolding love story. The voices of Mekhla Dasgupta and Chirantan Banerjee breathe life into the score, narrating the gentle and playful intensity between the two protagonists, played by actors Ayoshi Talukdar and Subhrojit Saha.

The narrative unfolds musically, spanning the key days of Pujo from Shoshthi to Doshomi. The film captures iconic moments like pushpanjali, dhunuchi naach, and bhog, each scene steeped in the colors, rhythm, and emotion of Bengal’s most cherished celebration. The story builds gently, culminating in a poignant proposal during Doshomi’s shindoor khela. Against this backdrop of tradition and tenderness, the CaratLane proposal ring takes center stage, symbolising an unforgettable moment of commitment and triumph.

By blending the nostalgia of festive traditions with a feel-good romance, this campaign tugs at the heartstrings and celebrates both culture and commitment. It’s a powerful testament to the belief that the right story, told well, can create a deep and lasting connection.

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Verlas Introduces the ‘Alyssa’ Collection in India, Bringing  Modern Luxe Floral-Inspired Design to Lab-Grown Diamond Jewelry Crafted in Fine Gold

The New York-born brand channels statement floral designs in modern silhouettes and larger carat diamond brilliance into a collection made for weddings, engagements, cocktail evenings, and wedding Trousseau Picks.

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Verlas, the New York-based fine jewelry brand, has brought its luxurious Alyssa collection to India, a floral-inspired range of contemporary designs crafted with IGI-Certified lab-grown diamonds and BIS hallmarked gold in 14K and 9K Gold variants. Built around larger carat weights and romantic floral design, the collection pairs statement sparkle with Verlas’ commitment to sustainability and craftsmanship. Since its founding in 2019, Verlas has focused on modern, considered jewelry designed to feel personal and meaningful, handcrafted by skilled artisans in VS clarity lab-grown diamonds set in fine gold.

Inspired by blooming florals, the Alyssa collection translates nature’s motifs into refined diamond jewelry designed for everyday moments in the form of elegant pendant necklaces and Studs designed with florets of round-cut and marquise-cut diamonds, and then there are these luxe styles that call for something more. For bigger celebrations to evening dressing, these luxe designs are crafted with marquise and round-cut diamonds in hoops and dangler earrings, unique tennis bracelets and tennis necklace designs that embrace the designer craftsmanship of Verlas.  The Alyssa collection brings signature brilliance to a range of personal styles.

For the modern bride, Alyssa brings together jewelry for every part of her journey—from the engagement and big day to her trousseau, bridesmaids and the little moments beyond. Fashion-forward yet effortlessly elegant, each design is crafted to make a statement today and stay in her rotation long after the celebrations are over.

Among the highlights are the Alyssa Cuatro Floral Hoops, featuring five round lab-grown diamonds arranged in a delicate floret on a solid gold hoop. For a softer, more elegant look, these round-cut diamonds bring a classic appeal – perfect for those who prefer understated sparkle.

If bold and distinctive is more your style, the Alyssa Tres Marquise Diamond Huggies bring an elongated floral silhouette with marquise-cut diamond petals.

The Alyssa Radiant Bloom Ring offers another take on the floral motif, bringing together round-cut diamonds for a radiant, feminine look.

Meanwhile, the Alyssa Trio Marquise Bouquet Ring takes a bolder approach, featuring three diamond florets crafted with marquise diamond petals. Whether you lean towards the elegant simplicity of round cuts or the bolder character of marquise cuts, the Alyssa collection offers a floral style to match.

The Alyssa Marquise Studs bring a fresh take on florals, with marquise-cut diamonds forming an X-shaped motif around a round centre. Easy enough for everyday, yet special enough for evenings out, they’re the kind of pair you’ll keep reaching for.

For a little more sparkle, the Alyssa Marquise-Cut Floral Tennis Bracelet makes a statement without feeling reserved for just one occasion. Its floral diamond motifs bring a touch of drama to wedding celebrations, festive evenings and everything in between.

And when you’re ready to go all out, the Alyssa Marquise Radiant Tennis Necklace takes the floral story up a notch. With twenty-three diamond florets and a total weight of 13 carats, it brings together marquise-cut petals and round diamond centres for a look made to shine at the wedding, reception, or your next big celebration.

Available in white, yellow, and rose gold in 14K and 9K, the Alyssa collection reflects Verlas philosophy of creating jewelry that is beautiful, meaningful, and responsibly crafted. Perfect for elevating bridal looks and everyday romance alike.

With its growing presence in India, Verlas continues to bring its modern design and craftsmanship approach to fine jewelry to new audiences, combining considered design, conscious choice, and a more approachable jewelry experience.

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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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