CaratLane Reimagines 'Tum Tak' in Banaras Campaign
CaratLane has launched a campaign for its Kaashika jewellery collection, inspired by Kashi's heritage and featuring the track 'Tum Tak'.
SociapaHQ
CaratLane is rolling out a new campaign for its Kaashika jewellery collection, drawing inspiration from the architecture, culture and heritage of Kashi (Banaras) and continuing its focus on Uttar Pradesh as a key market.
The campaign film set against the backdrop of Banaras, has a popular track ‘Tum Tak’ and highlights the collection using the iconic ghats, temples and everyday street life of the city.
Drawing inspiration from Kashi’s rich cultural legacy, the Kaashika collection features temple-inspired motifs and design elements in traditional forms, created in 14KT gold and natural diamonds. Through the film, CaratLane wants to combine the timeless heritage of the city with contemporary jewellery design.
Shot on the streets of Banaras, the campaign captures the spiritual and cultural essence of the city where the architecture and the local landscapes are an integral part of the visual story.
Also Read: Dhan Launches ‘Dhan Ki Bhasha’ Campaign Celebrating India’s Relationship with Money
Cultural Storytelling:
The campaign also highlights CaratLane’s strategic focus on Uttar Pradesh, targeting the collection to consumers who appreciate designs that are steeped in Indian traditions and craftsmanship.
Commenting on the campaign, Saumen Bhaumik, Managing Director, CaratLane, said the collection reflects the brand's belief that meaningful design is shaped by culture and brought alive through storytelling.
"Kaashika reflects our belief that great design is inspired by culture and brought to life through storytelling. Kashi has an unmistakable soul, and 'Tum Tak' captures its emotion like few songs can. Bringing the two together allowed us to create a campaign that celebrates the city's heritage in a contemporary and deeply evocative way," he said.
Also Read: Zomato Wishes Swiggy a Happy Birthday in Rare Print Ad
With the Kaashika campaign, CaratLane aims to celebrate the artistic and cultural richness of Kashi while presenting jewellery that combines traditional inspiration with modern craftsmanship. The campaign highlights the brand's effort to create collections that draw from India's diverse cultural heritage and connect with consumers through authentic storytelling.
