CaratLane, the foremost omni-channel jewellery brand in India, has launched the second phase of its ongoing proposal campaign series with a new film titled The Nudge. Created by BBH India, the film is based on a profound emotional insight—men frequently put off commitment, and sometimes all they require is a subtle nudge to take action.
As the second installment in its proposal campaign series, this touching film motivates men to embrace commitment before it’s too late. Showcasing rings from CaratLane‘s extensive collection of over 400 engagement rings, including the unique 73 faceted CaratLane Gulnaara, the brand film tells a refreshingly genuine and heartfelt story. It reinterprets the act of proposing not as a borrowed Western custom, but as a sincere Indian reality—grounded in timing, intention, and the choice to stop hesitating.
Saumen Bhaumik, CEO of CaratLane, expressed:
“At CaratLane, we believe that proposals should come from the heart—on your own terms and at your own pace. With The Nudge, we’ve captured a beautifully authentic moment that reflects how genuine relationships develop. This campaign aims to inspire more men to embrace commitment sincerely and commemorate it with a CaratLane ring that shines as brightly as their intentions.”
Discussing the campaign, Parikshit Bhattaccharya, CCO of BBH India, remarked:
“We sought to connect the act of proposing to a cultural truth. The narrative we presented isn’t a fantasy—it’s real, chaotic, humorous, and human. That’s what makes it a CaratLane story. A brave moment of uninhibited expression driven by a little nudge from relatable circumstances. We hope this narrative serves as the nudge men need to propose to their partners before it’s too late. Here’s to the beauty of commitment.”
The campaign will be promoted through television, digital platforms, and social media, bolstered by influencer collaboration and in-store initiatives. It continues to enhance CaratLane’s mission to transform jewellery from merely a decorative item into a meaningful symbol of emotion, intent, and self-expression.
At its core, the campaign series is grounded in the belief that: “Commitment is a beautiful thing. Seal it with a CaratLane ring.”