CaratLane adds techy twist to saying 'Yes' with #KhulKeKaroExpress Postcards

CaratLane, India’s leading omni-channel jewellery brand, has unveiled a new feature called Postcards, which leverages a machine-learning technology, aiming to take the brand’s promise of #KhulKeKaroExpress to the next level.

The brand’s release states that it's the world’s first-ever such service that lets users record video messages and embed them into any CaratLane ring, which can be scanned by the recipient and relived forever.

This jewellery-based tech innovation was conceived by co-founder and former MD of CaratLane, Mithun Sacheti.

Talking about the launch, Gurukeerthi Gurunathan, Co-founder and CTO, CaratLane, said, “Enabling our users to express their emotions is our brand’s purpose. Over the last two years, our commitment to bringing Postcards to life has been through a tedious journey of constant trials, testing, and pushing the limits of technology. But the true beauty of Postcards doesn’t lie in the complex technology that powers this service. It lies in the seamlessness with which the user can attach their emotions to a ring, making it even more priceless.”

Avnish Anand, Co-Founder and CEO, CaratLane, added, “Most of our designs are chosen for gifting, and over the years, we’ve seen that a vast majority of those users take the effort of writing a special gift message. While a gift message or card is personal, it’s also very transient- most people we spoke to ended up misplacing or losing the card in a few months. On the other hand, when it comes to conveying true emotions, a video is far more impactful. We wanted to address this inherent need for making the gifting experience deeply personalised through a service that would let users save these memories eternally. And that paved the way for Postcards.”

Over 400+ people joined CaratLane’s teaser on Instagram by showing off their ring finger to the world. The brand also teamed up with Yashraj Mukhate to create a song that summed up the Postcards experience. The launch culminated in the release of three films conceptualised by BBH India.

Parikshit Bhattaccharya, Chief Creative Officer of BBH India, stated, “Postcards is a great example of brand experience. It uses technology to add more heart to the experience. And it comes straight out of the brand’s line Khul Ke Karo Express. The three stories in the films hint at the emotional reservoir that this experience can unlock for people while gifting a ring with CaratLane. This innovation needed memorable communication and I feel the teams at CaratLane, BBH and Colour Palette Films have delivered it in spades. Toh Khul Ke Karo Express with Postcards from CaratLane.”

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