CaratLane, the omni-channel jewellery brand, has launched its new campaign which is dedicated to celebrating everyone’s first salary.
The campaign titled ‘First Salary 2.0’, has taken new shape and has been conceptualised and executed by BBH India.
Receiving one's first salary is a big milestone in anybody’s life, marking their foray into adulthood. Most people are looking to mark this moment with a special gift that would help express their gratitude to the ones who always put them first.
The CaratLane and BBH teams drew from these experiences to rebuild the 'First Salary 2.0' campaign.
With the relaunch of this campaign, CaratLane has also collaborated with 50+ creators across Instagram, LinkedIn and YouTube to highlight what they did with their first salary, whether they took a vacation or they bought a piece of jewellery for their family.
The campaign messaging reflects on how the mothers always put us first and now it's the children’s turn to return the love. CaratLane aims to tug at the heart strings and show consumers how a memorable occasion such as making a first salary purchase can also double up as a touching gesture towards their most special people.
Jennifer Pandya, VP Marketing of CaratLane, said, “As a brand, we are always looking at all the smaller yet significant moments in our lives where jewellery can help us express our emotions better. In a country like India, education and getting a job is paramount to establishing success early on in life. It has become all the more important to mark this occasion with something special and memorable. It is about the moment when the child feels ready to stand on their own feet and the roles start to reverse between them and their parents. It’s a rite of passage! A beautiful moment between a mother and her child which we have highlighted in the film is a homage to this very emotion.”
The campaign mainstay is a film that traces the story of a young girl who is excited to be receiving her first salary.
Arvind Menon, Executive Creative Director, BBH India, said, "Who is the greatest mentor giving some of the simplest work advice? Mom. Who is that late-night work buddy who always stays up with you? Mom, again. So, doesn't your first salary moment belong to her as much as you? We weaved a story around this insight as Kittu, our charming protagonist, is struck by this realisation that prompts her to surprise her Ma with a beautiful first salary gift from CaratLane."
This campaign is live on social media platforms of the brand.