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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