CaratLane.com, an online retailer of diamond solitaires and precious jewellery, opened its first store in Indore showcasing an array of solitaires, diamond jewellery and Carat Lane's signature collections of precious jewellery.  To promote the store, the brand launched a city-specific OOH campaign that was executed by Laqshya Solutions.

The campaign was executed in two phases. The first part centred on informing people that Caratlane has opened its store in Indore. Consumers were beckoned with a 30% discount offer. The second part focused attention on the proposition that Caratlane is'Jewellery that's too pretty for your locker'.

The campaign was deployed mainly on hoardings at prominent and high-traffic points in Indore. They includes sites, such as, Palasia Square, A.B Road, and Bengali Club Square. An interesting innovation was also deployed on A.B. Road, opposite Princes Business Skypark, facing LIC. The creative on the 40'X30' site featured diamond glitters on a ring that was eye-catching.

Commenting on the campaign, Atul Shrivastava, CEO, Laqshya Media Group, said, "The objective was to create awareness about Caratlane.com, where you can buy the latest and trendy diamond jewellery, which may not be available at every city or town. We used the best possible formats suitable to the city's landscape, and maintained right placement for exposure to the desired target audience including the innovation executed by the team to make the brand stand out. "With the brand value and insight we got from client we took great care in formulating and executing a plan that would create a powerful impact across the TG”.

"Overcoming the hesitation to shop online for jewellery is part of the behavioural change happening in the country and am sure with brand awareness and exposure, Caratlane.com will have a success story in Indore,” he added.