{"id":4919,"date":"2022-05-20T17:53:35","date_gmt":"2022-05-20T12:23:35","guid":{"rendered":"https:\/\/jewelpedia.in\/?p=4919"},"modified":"2022-05-20T17:57:20","modified_gmt":"2022-05-20T12:27:20","slug":"caratlane-launches-a-first-of-its-kind-campaign-on-first-salary-gifts","status":"publish","type":"post","link":"https:\/\/jewelpedia.in\/index.php\/2022\/05\/20\/caratlane-launches-a-first-of-its-kind-campaign-on-first-salary-gifts\/","title":{"rendered":"CaratLane Launches A First of Its Kind Campaign On First Salary Gifts"},"content":{"rendered":"<h4><span data-preserver-spaces=\"true\"><span class=\"dropcap\">C<\/span>aratLane, India&#8217;s leading Omni-channel jewellery brand, has launched its latest digital campaign dedicated to Mothers. The campaign titled &#8216;First Salary&#8217; has been conceptualised and executed by BBH India.&nbsp;<\/span><\/h4>\n<h4><span data-preserver-spaces=\"true\">The brand is constantly looking at micro occasions that are very intimate in our lives and how jewellery can play an important role in making it more memorable. Receiving one&#8217;s first salary is a big milestone in anybody\u2019s life, marking their foray into adulthood. Most people are looking to immortalise this moment with a special gift that would help express their gratitude to their loved ones, especially their mom. The CaratLane and BBH teams drew from these thoughtful experiences to build the &#8216;First Salary&#8217; campaign.&nbsp;<\/span><\/h4>\n<div id='gallery-1' class='gallery galleryid-4919 gallery-columns-1 gallery-size-large'><figure class='gallery-item'>\n\t\t\t<div class='gallery-icon portrait'>\n\t\t\t\t<a href='https:\/\/jewelpedia.in\/index.php\/2022\/05\/20\/caratlane-launches-a-first-of-its-kind-campaign-on-first-salary-gifts\/caratlane-launches-a-first-of-its-kind_-campaign-on-first-salary-gifts\/'><img loading=\"lazy\" decoding=\"async\" width=\"696\" height=\"921\" src=\"https:\/\/jewelpedia.in\/wp-content\/uploads\/2022\/05\/CaratLane-Launches-A-First-of-Its-Kind_-Campaign-On-First-Salary-Gifts-774x1024.jpg\" class=\"attachment-large size-large\" alt=\"CaratLane Launches A First of Its Kind Campaign On First Salary Gifts\" srcset=\"https:\/\/jewelpedia.in\/wp-content\/uploads\/2022\/05\/CaratLane-Launches-A-First-of-Its-Kind_-Campaign-On-First-Salary-Gifts-774x1024.jpg 774w, https:\/\/jewelpedia.in\/wp-content\/uploads\/2022\/05\/CaratLane-Launches-A-First-of-Its-Kind_-Campaign-On-First-Salary-Gifts-227x300.jpg 227w, https:\/\/jewelpedia.in\/wp-content\/uploads\/2022\/05\/CaratLane-Launches-A-First-of-Its-Kind_-Campaign-On-First-Salary-Gifts-768x1016.jpg 768w, https:\/\/jewelpedia.in\/wp-content\/uploads\/2022\/05\/CaratLane-Launches-A-First-of-Its-Kind_-Campaign-On-First-Salary-Gifts-150x199.jpg 150w, https:\/\/jewelpedia.in\/wp-content\/uploads\/2022\/05\/CaratLane-Launches-A-First-of-Its-Kind_-Campaign-On-First-Salary-Gifts-300x397.jpg 300w, https:\/\/jewelpedia.in\/wp-content\/uploads\/2022\/05\/CaratLane-Launches-A-First-of-Its-Kind_-Campaign-On-First-Salary-Gifts-600x794.jpg 600w, https:\/\/jewelpedia.in\/wp-content\/uploads\/2022\/05\/CaratLane-Launches-A-First-of-Its-Kind_-Campaign-On-First-Salary-Gifts-696x921.jpg 696w, https:\/\/jewelpedia.in\/wp-content\/uploads\/2022\/05\/CaratLane-Launches-A-First-of-Its-Kind_-Campaign-On-First-Salary-Gifts-317x420.jpg 317w, https:\/\/jewelpedia.in\/wp-content\/uploads\/2022\/05\/CaratLane-Launches-A-First-of-Its-Kind_-Campaign-On-First-Salary-Gifts-635x840.jpg 635w, https:\/\/jewelpedia.in\/wp-content\/uploads\/2022\/05\/CaratLane-Launches-A-First-of-Its-Kind_-Campaign-On-First-Salary-Gifts.jpg 1023w\" sizes=\"(max-width: 696px) 100vw, 696px\" \/><\/a>\n\t\t\t<\/div><\/figure>\n\t\t<\/div>\n\n<h4><span data-preserver-spaces=\"true\">The campaign messaging reflects how we share most of our firsts with our mother &#8211; the first step, first word, first day at school, and so on then why not our first salary? With the launch of this first-of-its-kind campaign, CaratLane aims to tug at the heartstrings and show consumers how a memorable occasion such as making a first salary purchase can also double up as a touching gesture towards loved ones.&nbsp;<\/span><\/h4>\n<h4><span data-preserver-spaces=\"true\">Talking about the launch, <strong>Avnish Anand, COO and Co-Founder of CaratLane<\/strong> said, \u201cAs a brand, we are always looking at all the smaller yet significant moments in our lives where jewellery can add more value. In a country like India, education and getting a job is paramount to establishing success early on in life. It has become all the more important to mark this occasion with something special and memorable. It is about the moment when the child feels ready to stand on their own feet and the roles start to reverse between them and their parents. It\u2019s a rite of passage almost. A beautiful moment between a mother and her child which we have highlighted in the film is a homage to this very emotion. We\u2019ve also curated a special set of designs that will make it easier to select a gift that is affordable and drawing on our customer stories, we\u2019ve picked bestsellers when it comes to gifting a mother\u201d.&nbsp;<\/span><\/h4>\n<h4><span data-preserver-spaces=\"true\">The campaign mainstay is a film that traces the story of a young girl who is excited to be receiving her first salary. Sharing the agency\u2019s approach towards bringing the campaign to life, <strong>Aarti Srinivasan, ECD, BBH India<\/strong>, said, &#8220;Who is the greatest mentor giving some of the simplest work advice? Mom. Who is that late-night work buddy who always stays up with you? Mom, again. So, doesn&#8217;t your first salary moment belong to her as much as you? We weaved a story around this insight as Kittu, our charming protagonist is struck by this realization that prompts her to surprise her Ma with a beautiful first salary gift from CaratLane. We had a great time working closely with our incredible CaratLane team and the ever so passionate director Deepti Nangia on this one.&#8221;&nbsp;<\/span><\/h4>\n<p><\/p>\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"youtube-embed\" data-video_id=\"nW6vpxQXZ_k\"><iframe loading=\"lazy\" title=\"How to spend your first salary?\" width=\"696\" height=\"392\" src=\"https:\/\/www.youtube.com\/embed\/nW6vpxQXZ_k?start=47&#038;feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture\" allowfullscreen><\/iframe><\/div>\n<\/div><\/figure>\n\n\n<h4>As the campaign speaks to a very young audience, CaratLane has adopted a digital-first approach. It will be launched on YouTube as a 50-second ad and also go live on CaratLane\u2019s Instagram, Twitter, Facebook, and LinkedIn pages. <\/h4>\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>CaratLane, India&#8217;s leading Omni-channel jewellery brand, has launched its latest digital campaign dedicated to Mothers. The campaign titled &#8216;First Salary&#8217; has been conceptualised and executed by BBH India.&nbsp; The brand is constantly looking at micro occasions that are very intimate in our lives and how jewellery can play an important role in making it more [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":4921,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22,29,234],"tags":[],"class_list":{"0":"post-4919","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-latest","8":"category-news-latest","9":"category-press-release"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>CaratLane Launches A First of Its Kind Campaign On First Salary Gifts<\/title>\n<meta name=\"description\" content=\"CaratLane campaign titled &#039;First Salary&#039; is dedicated to the one who has shared all our firsts with us - 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