The Campaign

While proposals are really personal and unique, the engagement ring box that goes with them is standard and unemotional. So we created a promotional activity for CaratLane in the form of a special edition personalised box for CaratLane's engagement rings. Made like the quintessential Russian Matryoshka dolls, the packaging was a set of 7 boxes that were designed like the signature shape of the CaratLane logo. While placing the order for an engagement ring, the buyer was asked to share a short description of their love story. This was then re-crafted by our writers and printed on the packaging of the engagement ring packaging so that it could be unboxed bit by bit. No two boxes were alike but each one received a resounding 'yes'.

Creative Execution

We created special packaging for the CaratLane engagement ring. The packaging was made of 7 boxes that fit together like Russian Matryoshka Dolls. While making the purchase, they buyer was given the option of selecting this packaging and sending us their love story. The love story was then re-crafted by our writers into 7 simple sentences. Each sentence was printed on one box so that the proposal could be revealed to the received bit by bit. The last and smallest box held the engagement ring. We deliberately avoided placing CaratLane branding on the top of the boxes, but cut them in the signature shape of the CaratLane logo to subtly create brand connect. The special edition was available for selection from January 2017 to April 2017.

Describe the success of the promotion with both client and consumer including some quantifiable results

97% of engagement ring buyers on CaratLane chose to go for the special edition pack. Over 2700 stories were received and successful proposals created. Engagement ring sales went up by 72%.

Explain why the method of promotion was most relevant to the product or service

The work being entered is special edition packaging design for CaratLane that was done as a promotional activity. The brand was seeking a way to connect with consumers more personally and emotionally so that they can move from being a mere destination for jewelry shopping to a loved jewelry brand. Each piece of packaging was made of 7 boxes that fit in together like Russian Matryoshka Dolls. The 7 boxes were printed with personal love stories of the buyers of engagement rings from CaratLane, which the buyers were asked to submit at the time of purchase.

Our target audience was India's modern affluent sector. They carefully curate every element of their proposal - from the music to the ambience to the way of doing it - and always look for ways to make it more personal, meaningful and delightful for their partners. As a young brand, CaratLane is still seen by them as a place to shop for jewellery rather than a loved jewellery brand. We wanted to find a way to add value to their lives through more than just our product. We wanted to connect with them personally and emotionally, and there could be no moment like the engagement proposal for that. When everything about a proposal is so special and unique, why should engagement ring boxes be standardised and unemotional? This was the question that led us to our creative idea.