Famous Innovations wins CaratLane's creative mandate

The account was won following a multi-agency pitch.

Famous Innovations has bagged the creative duties of CaratLane - A Tanishq Partnership, which claims to be one of India's fastest growing omni-channel brands. The agency will handle the complete creative duties of the brand won as a result of a multi-agency pitch.

Commenting on the win, Avinash Shenoy, business head, Famous Innovations says, "CaratLane has been listed as one of the top 20 hottest e-commerce sites in India, and we are proud to have the brand on board. Jewellery market is really cluttered and with a bunch of players in the market it will be important for us to differentiate the brand while advertising, keeping in mind the challenges and barriers that consumers have with online shopping. We are looking forward to work with the brand. We are looking forward to work on a clutter breaking campaign which can help CaratLane carve its niche among others."

Atul Sinha, senior vice-president, marketing, CaratLane adds, "At CaratLane, innovation has been a core value, proven by many firsts such as Try @ home, a virtual try-on app, etc. We saw the same innovative spirit in the way Famous approached their strategic thinking and creatives. A brand like ours needs a partner who has the passion to create change, pioneer new ideas and rally like-minded individuals. We are excited about the next phase of the brand with Famous Innovations as partners."

CaratLane was launched in October 2008 with a mission to change the way jewellery is purchased in India, and recently Titan Company acquired a majority stake in CaratLane. The company has to its credit 12 physical stores, and over 100 thousand app downloads so far.

Famous Innovations, the three-and-a-half year-old agency's clientele includes Raymond, Titan, Lakme, Sobha Ltd., Nestle, Sanpdeal, D'Décor, Movies Now, Romedy Now, Zoom TV, Mahindra, Tata Housing, Vadilal, and Forbes among others.