CaratLane has launched its latest festive campaign around the Chandrakor motif, drawing on Maharashtra’s cultural heritage to present the traditional crescent moon symbol through contemporary jewellery.

Timed around Ganesh Chaturthi, the campaign features dancer and actor Mukti Mohan and centres on the Chandrakor as a symbol associated with Maharashtrian and Maratha identity. The campaign film moves from jewellery-focused visuals to a high-energy dhol-tasha celebration, creating a contemporary interpretation of the state’s festive traditions.

The Chandrakor collection translates the distinctive crescent form into modern jewellery designs, with the campaign positioning the pieces as a way for consumers to express their cultural connection through everyday jewellery.

Saumen Bhaumik, MD, CaratLane, said the campaign was an effort to reinterpret a culturally significant symbol for today’s consumer. “The Chandrakor motif holds a special place in Maharashtra’s cultural heritage, representing identity, pride and tradition. Through the collection, we wanted to reimagine this cherished symbol through contemporary jewellery, making it relevant to everyday life,” he said.

With the campaign, CaratLane has used a strong regional cultural cue to build relevance around its festive jewellery proposition, while connecting traditional symbolism with contemporary design and consumption.

CaratLane, which began as an online jewellery start-up in 2008, became part of the Titan ecosystem following Titan’s investment in 2016. The brand currently operates more than 385 stores across India, along with international stores in New Jersey and Texas.