Building on the brand’s core purpose to help consumers express themselves, the campaign brings forward multiple stories inspired by real CaratLane customers sharing their emotions.
Talking about the campaign, Jennifer Pandya, VP Marketing of CaratLane, says, “We are very excited to launch this campaign in time for Valentine’s Day. We know that the brand plays a big role in enabling people to express their emotions to their loved ones through the gift of jewellery, but as humans, we don’t always find it easy to express what we really feel. So we wanted to champion the expression of emotions. Our consumers tell us that the biggest payoff while gifting is the joy and happiness they see on the receiver’s face when they unbox the gift. Through this campaign, we have tried to capture these emotions, joy, happiness, and excitement – to encourage everyone to express their emotions.”
While spouse gifting is still the majority of the gifting orders during Valentine’s Day, the brand has also seen other relationships like mother-daughter, self-gifting, and sibling gifting emerging in a big way.
The #KhulKeKaroExpress campaign has been conceptualised and executed by “BBH India (a Publicis Groupe agency)”.
Aarti Srinivasan, ECD, BBH India adds, “In a technologically advanced world, it’s refreshing to take a moment and show the old-school way. Remaining true to BBH’s ‘Zag’ philosophy and CaratLane’s mission to help people express emotions, we wanted to elevate the feeling of gifting by focusing on the moment of gifting; of looking into someone’s eyes and expressing what you feel unabashed and at the same time see the emotions of the receiver. Hence, the thought of #KhulKeKaroExpress was born.”
To bring this campaign to life, CaratLane has also introduced an exclusive message card in their gift box. This card has a QR code to add a personalised message, integrated with AR activation in-stores. This allows consumers to express their message without hesitation and adds to a customised jewellery experience to make Valentine’s gifts truly unforgettable.