CaratLane, one of India’s leading omnichannel jewellery retailers, has unveiled the second phase of its ongoing proposal campaign.

Titled “The Nudge,” the new film brings a refreshing perspective to the topic of commitment, targeting the emotional nuances associated with proposals.

Conceptualised by BBH India, the campaign seeks to address a widely observed behaviour—men delaying the decision to propose.

Rather than framing this delay in a negative light, the film offers a gentle and relatable push towards action.

The narrative is built around everyday relationship dynamics, making it highly relevant for modern Indian couples.

The storyline avoids extravagance and instead focuses on a candid moment between partners.

It demonstrates how a small, heartfelt prompt can serve as the much-needed catalyst for an important life decision.

CaratLane’s decision to focus on proposals is part of a broader branding effort to deepen emotional resonance with its consumers.

This phase of the campaign highlights products from its engagement collection, including the striking 73-faceted Gulnaara ring.

These rings are positioned not merely as accessories, but as markers of genuine intent and heartfelt decisions.

The campaign also emphasizes that proposing is not just a Western trend—it is a meaningful step that can align with Indian cultural values.

By doing so, CaratLane effectively bridges the gap between modern romance and traditional expectations.

According to the brand, this approach makes the act of proposing feel more authentic and contextually relevant to Indian audiences.

The storytelling style is minimal, realistic, and emotion-driven.

It features moments of hesitation, affection, humour, and ultimately, resolution—elements that mirror real-life relationships.

This realism is what gives the film its emotional weight and viewer appeal.

The ad doesn’t rely on grand gestures or overly dramatized sequences.

Instead, it focuses on a quiet, intimate setting that many couples will find familiar.

This helps normalise the conversation around commitment in a subtle and respectful manner.

Saumen Bhaumik, CEO of CaratLane, shared his perspective on the intent behind the campaign.

He noted that proposals should be deeply personal, meaningful, and most importantly, made at the right time for the couple.

He emphasized that “The Nudge” captures an honest moment reflective of how genuine relationships unfold.

He further added that the film is meant to inspire men to embrace commitment on their own terms.

Parikshit Bhattacharya, Chief Creative Officer at BBH India, elaborated on the storytelling strategy.

He explained that the goal was to anchor the proposal in cultural reality, rather than fantasy.

According to him, the charm of the film lies in its authenticity—its humorous, awkward, and touching portrayal of real-life love.

He described the ad as a “bold moment of carefree expression” catalyzed by life’s everyday nudges.

The campaign as a whole is aimed at being more than just promotional content.

It acts as a conversation starter around love, commitment, and the significance of timing.

By using the idea of a “nudge,” CaratLane addresses a common emotional barrier in relationships without being preachy.

The tone is inviting and gentle, never pressuring or commercial.

This balances product marketing with sincere storytelling, a blend that many modern consumers appreciate.

CaratLane’s choice of media amplification also reflects a 360-degree strategy.

The campaign will roll out across television, digital platforms, and social media channels.

It will be further strengthened by influencer partnerships and targeted in-store activations.

This omnichannel approach ensures wide visibility while maintaining consistency in message and tone.

In-store experiences will likely provide physical touchpoints that reinforce the digital narrative.

Influencers engaged in the campaign will share their own perspectives on commitment and personal love stories.

This user-generated layer helps deepen engagement and invites audiences to reflect on their own experiences.

CaratLane’s proposal campaign is not entirely new, but this second phase marks a clear evolution in storytelling.

The focus has shifted from highlighting the product to illuminating the sentiment behind the product.

In doing so, the brand creates a more emotionally driven purchase journey.

Rather than selling a ring, it is selling the idea of commitment, framed in everyday honesty.

The 73-faceted CaratLane Gulnaara is positioned as the emblem of this commitment.

Its intricate design reflects the emotional complexity of relationships, adding symbolic depth to the purchase.

From a brand perspective, this is a strategic move.

As the market for fine jewellery becomes more emotionally driven, brands must move beyond transactional marketing.

Campaigns like “The Nudge” help position CaratLane as not just a jeweller, but a companion in life’s big moments.

The film’s emotional tone is also likely to resonate with younger, urban Indian audiences.

This demographic increasingly values authenticity, and expects brands to reflect real-life experiences.

The relatability of the ad’s narrative gives it the potential to go viral, or at the very least, drive conversations.

It also sets the stage for future campaigns that could continue exploring relationship milestones.

As engagement rings become symbols of intention rather than just formality, campaigns like this create deeper value.

CaratLane’s initiative underscores how even luxury items can feel accessible when embedded in real emotion.

The campaign reflects a new way forward for jewellery marketing in India—anchored in empathy, relevance, and honesty.

In an industry often driven by opulence, CaratLane finds distinction through realism and heart.

And as commitment becomes less about pressure and more about partnership, perhaps all it really takes is a little nudge.

Author: Janvi Joshi