A Fresh Perspective on Traditional Symbols BBH India has launched a captivating campaign for CaratLane, a leading omni-channel jewelry brand, titled “Everyday Vows.” This initiative seeks to honor the countless special moments in a married couple’s life. The campaign, rooted in CaratLane’s mission to encourage open expression, #KhulKeKaroExpress, aims to redefine the Mangalsutra’s role in the life of a contemporary woman.
Creative Vision Behind the Campaign
Parikshit Bhattacharya, Chief Creative Officer at BBH India, shared the campaign’s core insight: “A woman should wear what she desires, not out of pressure.” This philosophy guided the creation of a campaign that resonates with the modern woman’s lifestyle and attitude. It’s about celebrating the everyday enchantment found in relationships.
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Embracing Everyday Elegance
Jennifer Pandya, VP of Marketing at CaratLane, expressed her enthusiasm for the campaign. “Every day is a chance to celebrate love,” she said. The modern Mangalsutra, in CaratLane’s vision, symbolizes the small yet significant gestures of love in a marriage. The brand has crafted an exquisite range of lightweight diamond Mangalsutras in various forms like chains, bracelets, and rings, designed to integrate gracefully into a woman’s daily life.
Redefining Traditional Jewelry for Today’s Woman
The ‘Everyday Vows’ campaign marks a significant shift in how traditional symbols like the Mangalsutra are perceived and worn. It aligns with the evolving lifestyle and attitudes of women, who now seek jewelry that is both meaningful and suited to their daily lives. This campaign is not just about jewelry; it’s a celebration of love, partnership, and the modern woman’s empowerment.
