The heartfelt film encourages men to embrace commitment with authenticity, marking a fresh, culturally rooted take on proposals.
CaratLane, India’s leading omni-channel jewellery brand, has unveiled ‘The Nudge’, the second chapter of its ongoing proposal campaign series. Conceptualised by BBH India, this new film is built on a relatable emotional insight: many men hesitate when it comes to commitment, and sometimes, all it takes is a gentle nudge to take that next step.
‘The Nudge’ is a heartfelt narrative that encourages men to express their love and intentions before it’s too late. Featuring signature designs from CaratLane’s 400+ engagement ring collection—including the exquisite 73-faceted CaratLane Gulnaara ring—the film redefines the act of proposing, not as a borrowed Western ritual, but as an honest Indian gesture grounded in timing, intent, and courage.
Saumen Bhaumik, CEO of CaratLane, commented:
“At CaratLane, we believe proposals should come from the heart—on your own terms and in your own time. With The Nudge, we’ve captured a beautifully honest moment that reflects how real relationships unfold. This campaign is about encouraging more men to embrace commitment authentically and mark it with a CaratLane ring that shines as brightly as their intent.”
Parikshit Bhattacharya, Chief Creative Officer at BBH India, added:
“We wanted to root the act of proposal to a cultural truth. The story we told isn’t fantasy—it’s real, messy, funny, and human. That’s what makes it a CaratLane story. A bold moment of carefree expression triggered by a true-to-life nudge. We hope this story inspires more men to propose before it’s too late. Here’s to the beauty of commitment.”
The campaign will be rolled out across television, digital platforms, and social media, supported by influencer collaborations and in-store activations. It builds on CaratLane’s vision to make jewellery not just an ornament, but a powerful symbol of love, commitment, and self-expression.
At its core, the campaign is anchored in the belief:
“Commitment is a beautiful thing. Seal it with a CaratLane ring.”
