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CaratLane Introduces Video Message-Embedded Postcards for Jewelry

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CaratLane, a leading jewelry brand with a strong omni-channel presence, has introduced an exciting new feature called Postcards. This innovative addition harnesses advanced machine-learning technology, elevating the brand’s commitment to #KhulKeKaroExpress to new heights.

CaratLane Introduced Postcards for Jewelry

CaratLane, a jewelry brand renowned for its omni-channel presence, has introduced an innovative feature named Postcards. This addition harnesses cutting-edge machine-learning technology, amplifying the brand’s commitment to #KhulKeKaroExpress.

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This service enables users to capture heartfelt video messages and embed them into any CaratLane ring. Recipients can scan the ring and cherish the messages forever, elevating the gifting experience to a new level.

Spearheaded by co-founder and former MD of CaratLane, Mithun Sacheti, this jewelry-based technological innovation revolutionizes the act of gifting. It adds a timeless layer of expression, transforming how emotions are conveyed through gifts.

CaratLane has collaborated with Yashraj Mukhate to create a captivating song that encapsulates the essence of the Postcards experience. The launch included the unveiling of three campaign films crafted by BBH India, each sharing heartwarming stories sure to resonate with viewers.

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What do experts have to say about this campaign?

CaratLane Introduces Video Message-Embedded Postcards for Jewelry
Gurukeerthi Gurunathan

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, “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.”

CaratLane Introduces Video Message-Embedded Postcards for Jewelry
Avnish Anand
CaratLane Introduces Video Message-Embedded Postcards for Jewelry
Parikshit Bhattaccharya

Parikshit Bhattaccharya, chief creative officer, BBH India, stated, “Postcards 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.”


In conclusion, CaratLane’s introduction of Postcards marks a significant milestone in the world of jewelry gifting. With the integration of innovative machine-learning technology, this feature allows users to embed heartfelt video messages into CaratLane rings, revolutionizing the way emotions are conveyed through gifts. Spearheaded by co-founder Mithun Sacheti, this initiative not only enhances the gifting experience but also adds an everlasting layer of expression. Teamed up with Yashraj Mukhate for a catchy song and supported by BBH India with heartwarming campaign films, CaratLane has truly elevated the art of gifting to a whole new level with Postcards.

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