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Creative

Lowe Lintas Hopes to Catch Millennials' Eyes with #GetDiwaliReady Campaign for CaratLane

Online jewellery retailer aims to help people celebrate with their friends

Lowe Lintas Hopes to Catch Millennials' Eyes with #GetDiwaliReady Campaign for CaratLane

Diwali has become a huge event for online and retail brands in India. These days one will find brands in all sorts of categories, from clothing to real estate or automobiles, vying for attention with discounts and cashback deals. And that’s true for jewellery too.
 
The online jewellery market is pegged at Rs. 800 to 1000 crores market. It is growing five times more in comparison to its offline competitors. In a cluttered and noisy festive environment, the campaign #GetDiwaliReady conceived by the Mumbai office of Lowe Lintas, provides a fresh perspective to jewellery shopping during Diwali with CaratLane.  This campaign aims to touch the hearts of millennials and encourages them to buy jewellery online. CaratLane, a Tanishq partnership is aiming to take a larger share of the pie as they are entering their next level of growth with this campaign.
 
Anaheeta Goenka, President of Lowe Lintas, says, “It was an interesting business challenge given to us. Create a consumer pull for modern everyday jewellery and build a human connect with the brand. The current generation values the relationships made away from the family - be it a place where they stay or a place where they work. And thus was born the campaign idea of new ‘families’.”
 
Talking about the campaign, Mithun Sacheti, Founder & CEO, CaratLane says, “Our campaign celebrates the precious relationship that we build outside our family, in our newly set up social ecosystems, who become our extended family.  And what other way than celebrating this precious relationship than by sharing something precious. Our jewellery is for women who enjoy that little sparkle everyday.
 
Meanwhile, Akash Das, ECD at Lowe Lintas, says the campaign is about helping people far from home celebrate with their friends. “There are many people who won’t be able to go home to celebrate Diwali.  Our script is about the friendships they have nurtured in a place away from ‘home’.  In most cases, it would be true that where they live now is their home. Who they live with, who they spend time with is their family too.  Why not celebrate Diwali at the home away from home? By adding a little shimmer with CaratLane.”