Bengaluru : CaratLane – A Tata Product, India’s leading omni-channel jewellery brand, has unveiled a new campaign film for its collection, ‘Kaashika’ — a cinematic tribute that brings alive the cultural richness and architectural grandeur of Kashi (Banaras). Crafted in 14KT gold and natural diamonds, the collection reinterprets intricate temple motifs, artisanal textures, and heritage design elements into contemporary designs, forming the visual foundation of the film’s storytelling.
At the heart of the film is the evocative track ‘Tum Tak’ a song intrinsically tied to the essence of Varanasi. Seamlessly woven into the narrative, the music elevates the storytelling, adding layers of nostalgia, romance, and emotional depth, while grounding the film in a strong sense of place.
Deeply rooted in the spirit of Kashi, the film draws from the city’s iconic ghats, sacred temples, and the layered rhythm of its everyday life. It also reflects CaratLane’s focus on Uttar Pradesh as an important and emerging market, making this a meaningful cultural tribute to the region. Shot on the streets of Banaras, the film captures the city in its most authentic form — from its bustling gullies to its quiet, reflective moments — creating a visual narrative that mirrors the soul of Kashi: timeless, intimate, and richly textured.
Saumen Bhaumik – Managing Director, CaratLane, said: “Kaashika reflects our belief that great design is inspired by culture and brought to life through storytelling. Kashi has an unmistakable soul, and ‘Tum Tak’ captures its emotion like few songs can. Bringing the two together allowed us to create a campaign that celebrates the city’s heritage in a contemporary and deeply evocative way.”
