The following Big Idea, a new thing communicated to our customers, not just cracked the brief, but also paved the way for this Film... and for subsequent "Commitment is a beautiful thing," films. So I helped create a platform for a jewellery brand. The power of the idea swayed the client away from giving a cryptic name to the product that would first have be decoded through a campaign or two. Instead I preferred to call it, the engagement collection, knowing fully well that customers will now refer to these solitaire rings as, "Arey woh commitment wali ring dikhaao na...!" And it happened just like that. Today, the number of people visiting CaratLane store to see the "Commitment wali ring" is growing every day, every wedding season. 

If CaratLane becomes synonymous with "Commitment wali Ring" just like "Colgate kya kya?" or "Walkman ka zamaana hai" or "Xerox kara lo," I think CaratLane will become one of the most iconic brands of new-age business.