CaratLane has unveiled an innovative feature named Postcards. This pioneering feature, driven by machine-learning technology, marks a significant leap in CaratLane's commitment to #KhulKeKaroExpress. Postcards is a first-of-its-kind service globally, enabling users to record heartfelt video messages and embed them into any CaratLane ring, offering recipients a timeless experience by scanning and reliving these messages forever.
Gurukeerthi Gurunathan, Co-Founder and CTO, CaratLane said, “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 trials, 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, Co-Founder and CEO, CaratLane added, “Most of our designs are chosen for gifting, and over the years, we’ve seen that a vast majority of those users take the effort of writing a special gift message. While a gift message or card is personal, it’s also very 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 far more impactful. We wanted to address this inherent need for making the gifting experience deeply personalized through a service that would let users save these memories eternally. And that paved the way for Postcards.”
Since its recent launch, Postcards has generated significant buzz on social media, with over 400+ people participating in CaratLane’s Instagram teaser. The brand collaborated with Yashraj Mukhate to create a catchy song encapsulating the Postcards experience, accompanied by three heartwarming films conceptualized by BBH India.
Parikshit Bhattaccharya, Chief Creative Officer of BBH India stated, “Postcards is a great example of brand experience. It uses technology to add more heart to the experience. And it comes straight out of the brand’s 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 I feel the teams at CaratLane, BBH and Colour Palette Films have delivered it in spades. Toh Khul Ke Karo Express with Postcards from CaratLane.”
CaratLane’s Postcards has phenomenally added a new dimension to gifting and self-expression, seamlessly blending emotions and personalization. Whether as a gift for others or a personal indulgence, it presents an exclusive and heartfelt way to express emotions in intimate relationships.