CaratLane, one of India’s leading omnichannel jewellery brands, has launched its digital campaign, “Love it or Hate it” to mark Valentine’s Day. The campaign has been conceptualised and executed by BBH India.

Talking about the campaign, Jennifer Pandya, VP Marketing of CaratLane, said, “The campaign was born out of hundreds of Valentine’s gift messages written by our customers that said something on the lines of ‘I Hate Valentine’s Day, but I love you more’. That powerful, selfless feeling of wanting to do something special for the ones that matter to you has been the fuel behind our campaign. We hope that this campaign encourages many more people to bring a smile to their loved ones face this Valentine’s Day.

“We also did not want to restrict the scope of such a beautiful occasion. Why not celebrate the love in all our closest relationships and keep the actual essence of Valentine’s Day alive?” she added. 

Talking about the launch, Avnish Anand, COO and Co-Founder of CaratLane said, “As a brand, we have been witness to how our country has been celebrating Valentine’s Day in the last few years. We’ve seen more stories about how daughters have received jewellery on February 14th though their mum isn’t a fan of this day. We’ve realised that people need an excuse to gift and celebrate the love they have for someone in their life. And what’s unique about these stories is that it’s beyond the stereotypical couple gifting and extends to sisters, mother-daughters, aunts-nieces, etc. Through our 3 films, we wanted to highlight this beautiful insight and we’ve also curated special designs that make it easier for our customers to select thoughtful gifts.”