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CaratLane.com puts a solitaire in a proposal

Contract Bangalore conceptualised the TVC with the theme that the act of proposal is a sacred ritual in a courtship even if it happens to be an arranged marriage

BestMediaInfo Bureau | Delhi | January 24, 2013

CaratLane.com, a leading e-commerce company and one of the most visible online brands since its inception in October 2008, has released a new TVC – ‘The Proposal’ – to establish a better connect with its consumers. The TVC has been conceptualised and executed by Contract Advertising, Bangalore. CaratLane.com is India’s first and largest online diamond and diamond jewellery portal offering a wide range of solitaire diamonds, solitaire based jewellery, readymade diamond jewellery, gold and engraved jewellery.

The objective is to launch and establish CaratLane.com as a brand that assists inexperienced men in taking control of the entire relationship milestone situation. In this case, the most popular relationship milestone is ‘The Proposal’ with the solitaire offering from Caratlane.com. The brief given to Contract Advertising was to create a TVC which showcases the constant urge of going beyond the ordinary way of doing things, especially when it comes to celebrating milestone moments.


Being a western concept, Caratlane wanted to establish the act of proposal as a sacred ritual in courtship even if it happened to be an arranged marriage. While marriage validated a relationship, a proposal is the true marker of romance. The film execution weaves in the story of the beautiful moment of romance just before a traditional formal engagement where a fiancé expresses himself and asks the all-important question, making it a perfect proposal with a perfect solitaire.

Calvin John, VP - Offline Marketing, CaratLane, expressing his thoughts on the campaign, said, "India is getting elaborate with relationship milestone situations. There is a constant urge of going beyond the ordinary way of doing things, especially when it comes to celebrating milestone moments. The campaign urges inexperienced Indian men to take the lead with the whole proposal situation, and begin the journey by proposing with a perfect solitaire, before the other important rituals."

Rayomand Patell, Senior Creative Director, Contract Bangalore, said, “An engagement, sagai, roka is not a substitute to a proposal. We wanted to capture this truth and urge every couple to share that special proposal moment before they share their lives.”

The TVC:



Chief Creative Officer: Ravi Deshpande

Planner: Carl Daji

Sr. Creative Director: Rayomand Patell

Art Director: Kanan Doshi

Copywriter: Arpan Bhattacharya

Account Management: Ponnappa K A

Director: Prakash Varma

Production House: Nirvana


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