CaratLane Postcards: World’s first revolutionary tech that embeds video messages in jewellery
Leveraging an innovative proprietary technology, CaratLane, India’s leading omnichannel ewellery brand, has unveiled a groundbreaking feature — Postcards. It takes the brand’s promise of #KhulKeKaroExpress to the next level. It’s the world’s firstever service that lets users record heartfelt video messages and embed them into any CaratLane ring, which can be scanned by the recipient and relived forever.
This jewellery-based tech nnovation, conceived by Co-founder and former MD of CaratLane, Mithun Sacheti, has transformed the entire gifting experience by adding a new, everlasting layer of expression.
Talking about the launch, Gurukeerthi Gurunathan, Co-founder and CTO, CaratLane, says: “Enabling our users to express their emotions is our brand’s purpose. Over the last two years, our commitment to bringing Postcards to life has been through a tedious journey of constant trial and testing, and pushing the limits of technology. But the true beauty of Postcards doesn’t lie in the complex technology that powers this service. It lies in the seamlessness with which the user can attach their emotions to a ring, making it even more priceless.”
Avnish Anand, CoFounder and CEO, CaratLane, added, “Most of our designs are chosen for gifting, and over the years, we’ve seen that a majority of those buyers take the effort of writing a special gift message. While a gift message or card is personal, it’s also transient — most people we spoke to, ended up misplacing or losing the card in a few months. On the other hand, when it comes to conveying true emotions, a video is more impactful. We wanted to address this need for making the gifting experience deeply personalised, with a service that would let users save these memories eternally. And that paved the way for Postcards.”
Launched just a week ago, the service has already got everyone on social media talking. Hundreds of social media users joined CaratLane’s teaser on Instagram by showing off their ring finger to the world. The brand also teamed up with singer composer Yashraj Mukhate to create a catchy song that summed up the Postcards experience and had everyone grooving. The big launch culminated in the release of three heartwarming films conceptualised by BBH India.
Parikshit Bhataccharya, Chief Creative Officer, BBH India, states, “Postcards is a great example of brand experience. It uses technology to add heart to the experience. And it comes straight out of the line ‘Khul Ke Karo Express’. The three stories in the films hint at the emotional reservoir that this experience can unlock for people while gifting a ring with CaratLane. This innovation needed memorable communication and the teams at CaratLane, BBH and Colour Palette Films have delivered it in spades.”
Whether as a gift for others or a personal indulgence, CaratLane presents a heartfelt way to express emotions in intimate relationships.