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CARATLANE
THE WORST GIFTER 2021
Art Direction | Social Films, Prints & Sustenance

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In April of 2021, CaratLane identified gifting as a space they wanted to champion their line of jewellery as beautiful designs that can be worn everyday, while gifted on a special occasion. 

Gifted on a special day,
made special every day.

Since the beginning of time, men have been... how do we put this lightly... the worst at giving gifts. Who better to save the day than one of India's largest gifting platforms: CaratLane.

 

The Main Film:

The 3 USP Films:

USP FILM 01
easy exchange &
15 day money back

USP FILM 02
how to shop
on video call

USP FILM 03
delivery in
28 hours

> the Visual identity

CaratLane's logo stands out without 
An insignia that can be recognized

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>on SOCIAL MEDIA

Translating the visual identity of the Gifting Campaign onto social media & jewellery shots

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~ Part II ~
The PSA Leg

When they saw our films, the internet came alive sharing the worst gifts that they had received:

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An overwhelming number of 'worst gift' stories got us thinking about pushing 'The Worst Gifter' campaign one step further with a PSA film:
 

The PSA Film:

And created a masterclass in gifting with content creators:

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THE RESULTS:

VIEWS ON FACEBOOK
1.4M

IMPRESSIONS
211M

REACH
156M

VIEWS ON YOUTUBE
3M+

MENTIONS
875

the team

ART:
Shelton D'souza
Radhika Subramanian

COPY:
Deep Chhabria
Aggremma Sethi
Khushali Bhansali
Rohan Mathew

SERVICING:
Waebhav Yadav
Richa Priyadarshini