Caratlane’s campaign by Lowe Lintas wants millenials to #GetDiwaliReady

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Caratlane, a Tanishq partnership is aiming to take a larger share of the Rs. 800 to Rs. 1,000 crore online jewellery market with this campaign

During Diwali, online or retail brands in any category, be it apparels or malls or real estate or automobiles and even jewellery are vying for attention saying ‘buy me’ by offering discounts and cashbacks.

The online jewellery market is pegged at Rs. 800 to Rs. 1,000 crores market. It is growing 5 times more in comparison to its offline competitors.

In a cluttered and noisy festive environment, the campaign #GetDiwaliReady conceived by the Mumbai office of Lowe Lintas provides a fresh perspective on jewellery shopping during Diwali with CaratLane. This campaign aims to touch the hearts of millennials and encourages them to buy jewellery online. CaratLane, a Tanishq partnership is aiming to take a larger share of the pie as they are entering their next level of growth with this campaign.

Anaheeta Goenka, President – Lowe Lintas, “It was an interesting business challenge given to us. Create a consumer pull for modern everyday jewellery and build a human connection with the brand. The current generation values the relationships made away from the family – be it a place where they stay or a place where they work. And thus was born the campaign idea of new “families”.

Talking about the campaign, Mithun Sacheti, founder and CEO, CaratLane quotes “Our campaign celebrates the precious relationship that we build outside our family, in our newly set up social ecosystems, who become our extended family. And what another way than celebrating this precious relationship than by sharing something precious. Our jewellery is for women who enjoy that little sparkle every day.

Quotes Akash Das, Executive Director – Lowe Lintas, There are many people who won’t be able to go home to celebrate Diwali. Our script is about the friendships they have nurtured in a place away from ‘home’. In most cases, it would be true that where they live now is their home. Who they live with, who they spend time with is their family too. Why not celebrate Diwali at the home away from home? By adding a little shimmer with CaratLane.

This news was originally published in Brand Equity.