CaratLane, in collaboration with BBH India, has launched a Pujo-themed brand film titled Maayer Aashirbaad. More than a jewellery campaign, this film is a heartfelt tribute to Bengal’s cultural soul, blending Rabindra Sangeet, folk melodies, and modern romance. By positioning Durga Puja as the ultimate backdrop for love, the film elevates CaratLane’s proposal ring into a symbol of timeless commitment.
CaratLane: Pujo Film
A Festival Reimagined as a Love Story
Directed by Bauddhayan Mukherji of Little Lamb Films, the narrative unfolds across the festive journey from Shoshthi to Doshomi. Rather than using dialogue, the story relies entirely on music composed by Debojyoti Mishra. With vocals by Mekhla Dasgupta and Chirantan Banerjee, the soundtrack mirrors the playful chemistry between lead actors Ayoshi Talukdar and Subhrojit Saha.
Through rituals like Anjali, Dhunuchi Naach, Bhog, and Sindoor Khela, the film captures the rhythm of Pujo while weaving in a love story that crescendos with a heartfelt proposal during Sindoor Khela on Doshomi. This moment not only merges tradition and romance but also redefines jewellery as a marker of emotional milestones.
Also Read: 10 Best Durga Pujo Campaign Ideas to Boost Your Brand in 2025
A Cultural Truth at the Heart of Branding
Parikshit Bhattaccharya, Chief Creative Officer at BBH India, explained, “Durga Pujo is already a love story – between people, rituals, and memories. We wanted to frame it as the perfect backdrop for one more love story, and the CaratLane proposal ring became the natural climax.” This perspective highlights how cultural truths can become powerful drivers of brand storytelling.
CaratLane’s Celebration of Spontaneous Love
Saumen Bhaumik, Managing Director of CaratLane, added, “A proposal comes from the heart, on your own terms, free flowing and spontaneous—like an unforgettable melody. The film Maayer Aashirbaad attempts to capture that spirit cinematically against the backdrop of Durga Pujo.”
The campaign’s music-driven narrative reflects this spontaneity, making the proposal feel authentic, emotional, and in sync with the festive energy.
Breaking the Mold of Jewellery Advertising
By choosing a cinematic, music-led storytelling approach rooted in tradition, CaratLane breaks away from the conventional jewellery advertising template. Instead of focusing solely on product shots, Maayer Aashirbaad builds an emotional world where jewellery becomes part of a bigger narrative—love, family, and culture.
Closing Thoughts
Maayer Aashirbaad is not just a film—it’s a cultural celebration that unites tradition with contemporary romance. By setting the story of a proposal within the vibrant canvas of Durga Puja, CaratLane has positioned itself as more than a jewellery brand; it has become a storyteller of moments that matter. This campaign beautifully proves that love, like Pujo, is best experienced when shared, celebrated, and remembered forever.
