Caratlane.com rolls out ‘It’s a great time to be me’ campaign via Origami Creative Concepts
The film conceptualised by Bangalore based Origami Creative Concepts is intended to showcase Caratlane.com as a chic and affordable jewellery destination, for the self-assured, self-accomplished woman of today.
It opens with an elegantly dressed woman, leaving the house with a song in her heart, followed by a dancer who is in the middle of her routine, a woman in a restaurant being complimented by her friend, another woman admiring herself in a car, a self-assured wildlife photographer and a playful painter. We see close-ups of accessories bought from Caratlane.com and worn by these women, along with price boxes that displays their actual prices, as they go about their everyday lives in poetic fashion. The lilting tune of ‘Main hoon woman, it’s a great time to be me’ plays on in the background, giving the entire film, an almost ethereal feel.
Calvin John, VP Marketing, Caratlane.com, said, “The intention was to create a transactional-range film, which would showcase CaratLane.com as a chic and affordable option to urban, independent Indian women from different walks of life – Chic with respect to design sensibilities / aesthetics; and affordability as in great value. The film focuses on showcasing our beautiful range of jewellery with extreme close-ups and prices, set against a backdrop that is both premium and contemporary.
Ashish D’ Abreo, Creative Director, Origami Creative Concepts, added, “The idea from the beginning, was to capture the new age Indian woman. We needed to tell a story about this woman, who is forward looking, successful, has an active life, perfectly balances her personal and professional life, is financially and emotionally independent, is also image conscious, loves design, makes a huge effort to manage all titular roles in life supremely well, and is cheerful doing all of it. But most importantly, she loves herself and does not hesitate to invest in herself.”
He further added, “We needed to make a brand mnemonic which will make the campaign memorable for customers. Which is why we chose the peppy number that you hear in the background. We worked on a full-length track, wanting to capture the delight of being a woman. And thus was born – It’s a great time to be a woman.