Latest news with #TheNudge
Fashion Value Chain
05-05-2025
- Entertainment
- Fashion Value Chain
CaratLane's ‘The Nudge' Inspires Real Proposals in India
CaratLane, India's leading omni-channel jewellery brand, has rolled out 'The Nudge', the second chapter in its proposal campaign, continuing its mission to redefine the act of commitment in Indian relationships. Conceptualized by BBH India, the film spotlights a relatable emotional insight—men often delay proposing, and sometimes all it takes is a gentle nudge to take the plunge. 'The Nudge' captures a heartfelt, humorous, and refreshingly real moment of commitment, rooted in Indian sensibilities rather than Western stereotypes. The campaign features CaratLane's expansive 400+ engagement ring collection, including the Gulnaara ring with a special 73-faceted cut that symbolizes thoughtful intent and clarity. Saumen Bhaumik, CEO of CaratLane, shared: 'Proposals should come from the heart—on your own terms and time. 'The Nudge' reflects that authenticity and the beauty of choosing commitment when it truly matters.' Parikshit Bhattacharya, CCO of BBH India, added: 'This story is real, funny, and messy—just like love. It's the nudge many men need to take that bold, beautiful step.' The film will be promoted through TV, digital media, influencer collaborations, and in-store experiences, reinforcing CaratLane's belief that commitment is best sealed with a ring that reflects sincerity and emotion. Watch the film: [CaratLane YouTube Channel or official social media platforms] Explore the Collection:
Time of India
05-05-2025
- Entertainment
- Time of India
CaratLane encourages men to embrace commitment before it's too late
HighlightsCaratLane has launched the second phase of its proposal campaign series with a new film titled 'The Nudge', which aims to encourage men to embrace commitment. The campaign, conceptualised by BBH India, emphasizes the importance of commitment in relationships and depicts the act of proposing as a culturally rooted Indian truth. The campaign will be promoted through various channels, including television, digital platforms, social media, influencer engagement, and in-store activations. CaratLane, India's 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, 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. At its heart, the campaign series is anchored in the belief that: 'Commitment is a beautiful thing. Seal it with a CaratLane ring.' Saumen Bhaumik, chief executive officer, CaratLane, said, "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." Parikshit Bhattaccharya, chief creative officer, 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. Watch the video here:
