CaratLane launches Teej campaign featuring Divyanka Tripathi Dahiya and Vivek Dahiya

CaratLane - a TATA product, the omni-channel jewellery brand - has unveiled its festive campaign for Teej, starring popular television couple Divyanka Tripathi Dahiya and Vivek Dahiya.

The emotionally resonant film captures the essence of Teej: the meaningful bond shared by married couples, the joy of small moments, and the timeless charm of traditional festivals.

Teej holds deep cultural significance across Northern India, particularly in states like Rajasthan, Uttar Pradesh, Delhi, Haryana, and Bihar. CaratLane’s campaign thoughtfully connects with its growing customer base in this region, aligning with the brand's steady retail expansion. 

Shaifali Gautam, CMO, CaratLane, shared her thoughts on the campaign: "Our festive campaigns at CaratLane are always rooted in emotion, cultural insight, and evolving consumer behaviour. Teej is a cherished occasion for our North Indian customers—a festival that beautifully blends devotion, nostalgia, and togetherness. With Divyanka and Vivek leading this narrative, we aim to create a moment that feels both intimate and relatable. This campaign also strengthens our footprint across North India, especially Uttar Pradesh, where we're seeing incredible brand affinity among younger couples and gifting audiences."

At the heart of this campaign is the beauty of quiet love, demonstrated through thoughtful, everyday gestures. The film portrays a relatable, heartfelt moment that reflects modern relationships and the emotional value of gifting. Featuring CaratLane’s festive-ready gold and diamond jewellery, the campaign gently reminds husbands to plan meaningful Teej gifts, emphasising that the smallest surprises often leave the biggest impact.