Reinforcing Tamil Nadu as a key market, CaratLane, A Tata Product, has unveiled two dedicated cultural campaigns this festive season — one for Aadi Perukku, starring actor Kayadu Lohar, and another for Varamahalakshmi — each rooted in the traditions and everyday relationships that define homes across the state. The dual campaign underscores CaratLane's continued investment in speaking to Tamil Nadu's cultural calendar with stories crafted specifically for its audience.
Aadi Perukku: A Daughter's Turn to Give Back
The Aadi Perukku film is set against the warmth of a mother-daughter relationship and captures a touching role reversal. Having spent years being lovingly cared for and adorned by her mother, Kayadu's character seizes the opportunity to return the gesture. As she places a natural diamond necklace around her mother's neck, she says, "Every Aadi, you get me ready, now it's my turn." The film celebrates Aadi as a time to honour the relationships that shape us, with gold and diamonds becoming lasting memories that shine as bright as those bonds.
Varamahalakshmi: The True Lakshmi of Every Home
Set in a modern South Indian household preparing for the Varamahalakshmi puja, this film begins with a mother asking her son to adorn Goddess Lakshmi with jewellery. In a playful twist, he chooses to lovingly decorate his wife instead, seeing her as the true Lakshmi of their home. Staying true to CaratLane's storytelling style, the film places human relationships at its heart, with jewellery quietly enhancing the emotional moment rather than being its centrepiece — reinforcing the thought that while festivals honour the goddess, the Lakshmi of every home deserves to be celebrated every day.
Speaking about the two campaigns, Saumen Bhaumik, Managing Director, CaratLane, said: "Tamil Nadu holds a special place in our festive calendar, and this season we wanted to honour that with two stories instead of one. Aadi and Varamahalakshmi are both times to celebrate family bonds and the people who shape our lives—those who have always cared for us, and the ones who quietly enrich our homes every day. Gold and diamonds often mark life's most meaningful occasions, and these films remind us that the most memorable gifts are those given with love and gratitude."
Parikshit Bhattacharya, Chief Creative Officer, BBH India, added on the Varamahalakshmi campaign: "The most powerful cultural stories are often hiding in plain sight. Every Varamahalakshmi, families lovingly decorate the goddess with jewellery. We simply asked ourselves, what if the Lakshmi of the house was celebrated with the same devotion? That small shift gave us a story that's playful, rooted in culture and emotionally resonant, while naturally bringing CaratLane's jewellery into the heart of the celebration."
With a wide range of natural diamond, gold, and everyday jewellery, CaratLane offers meaningful gifting options for both celebrations. The brand is currently offering a flat 30% off on diamond prices across all designs. Customers can explore the collections at their nearest CaratLane stores, or online on the CaratLane app and website at www.caratlane.com.