Caratlane Design & Branding The Proposal Box Thatll Get You A Yes by Famous Innovations Mumbai

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The Proposal Box Thatll Get You A Yes

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Industry Jewelry
Media Design & Branding
Market India
Agency Famous Innovations Mumbai
Released January 2017

Awards

Cannes Lions 2017
Design Packaging Design: Special Editions & Promotional Packaging Bronze Lion

Credits & Description

Title: The Proposal Box Thatll Get You A Yes
Agency: Famous Innovations
Brand: Caratlane - A Tata Product
Country: India
Entrant Company: Famous Innovations, Mumbai
Advertising Agency: Famous Innovations, Mumbai
N/A: Team Famous Innovations (Famous Innovations)
Synopsis:
An Engagement proposal is one of the most important moments in anyone's life. Everything about the proposal is thoroughly thought through and planned - particularly the ring. People spend so much time and money on choosing the right ring for their partner. Yet there is little personal about the ring or its packaging itself. We rely on standardised unemotional objects for the most personal and emotional moment of our lives. CaratLane, a jeweller e-tailer by Tata Group, wanted to establish a more personal and emotional connect with its consumers, and play a more meaningful part in their lives so that the brand moves from just a jewellery shopping destination to a loved brand.
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 has been available was available for selection from January 2017 to April 2017.
Campaign Description:
While proposals are really personal and unique, the engagement ring box that goes with them is standard and unemotional. So we created 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'.
Strategy:
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.
Outcome:
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%.