CaratLane’s Kaashika Campaign Brings Banaras Alive with ‘Tum Tak’
CE DESK CaratLane, the omni-channel jewellery brand and Tata product, has unveiled a cinematic campaign film for its Kaashika collection, drawing inspiration from the cultural richness, architectural grandeur, and enduring spirit of Kashi (Banaras). Shot across the iconic ghats, sacred temples, and bustling gullies of the ancient city, the film captures Banaras in its most authentic form – from its spiritual rituals to the quiet, reflective moments of everyday life.
At the heart of the campaign is the evocative track ‘Tum Tak’, a song intrinsically tied to the essence of Varanasi. Woven seamlessly into the narrative, the music elevates the storytelling, adding layers of nostalgia, romance, and emotional depth while grounding the film in a strong sense of place. The visual narrative portrays Kashi as timeless, intimate, and richly textured, mirroring the inspiration behind the Kaashika jewellery collection.
The Kaashika collection itself is crafted in 14KT gold and natural diamonds, reinterpreting intricate temple motifs, artisanal textures, and heritage design elements through a contemporary lens. The designs draw from two specific sensory experiences associated with Banaras: the sight of aarti lamps and the feeling of the river receiving their light. Diamonds evoke the flame of the diya, while pearls capture the quality of moonlight on the Ganga, with synthetic emeralds and other gemstones echoing the vivid colours of the Varanasi ghats in ceremonial light.
Saumen Bhaumik, Managing Director of CaratLane, said, “Kaashika reflects our belief that great design is inspired by culture and brought to life through storytelling. Kashi has an unmistakable soul, and ‘Tum Tak’ captures its emotion like few songs can. Bringing the two together allowed us to create a campaign that celebrates the city’s heritage in a contemporary and deeply evocative way.”
The campaign also underscores CaratLane’s strategic focus on Uttar Pradesh as an important and emerging market. By using the cultural identity of the region as a foundation for storytelling, the brand aims to strengthen its connection with consumers who appreciate designs steeped in Indian traditions and craftsmanship. The Kaashika campaign is part of CaratLane’s broader strategy to introduce design-led collections inspired by regional art, architecture, and traditions while expanding its footprint across key jewellery markets in India.
The collection was originally launched ahead of Akshaya Tritiya 2026 and is being showcased by brand ambassador Yami Gautam Dhar across campaign visuals. Customers can explore the Kaashika collection at CaratLane’s network of over 370 stores nationwide or online via the CaratLane app and website, which is now available in Hindi.
