Revisiting The Untouched Valley With CaratLane...

CaratLane - a Tanishq partnership, India’s first omnichannel jewelry brand was founded in 2008, by Mithun Sacheti and Srinivasa Gopalan, with a simple but courageous objective – to make beautiful jewelry accessible, affordable and forever wearable. All CaratLane collections draw design inspirations from a strong historical legacy and interpret them in a modern theme. 

With the new-age woman as a muse, the design philosophy at CaratLane is to make jewelry which makes the wearer ‘feel’ beautiful, drawing out her compelling individuality, inner confidence, and self-esteem. 

With a strategic investment from Titan Company Limited, CaratLane is now partners with India’s largest retail jeweler, Tanishq. The partnership aims to work towards a common mission – to offer customers beautiful jewelry and a distinctive shopping experience that fits today’s values and lifestyles - enabling CaratLane to grow as India’s 21st-century jewelry brand. 

CaratLane is also known for its signature jewelry-buying experience across all platforms. Along with the website, which is India’s largest online jewelry destination, CaratLane, has over 42 brand stores across the country. The stores bring the seamless jewelry buying experience with a no barrier access to all jewelry, along with Magic Mirrors for #CaratLaneVirtualTryOn. 

CaratLane also pioneered a unique Try@Home feature for jewelry buyers in the country, where customers can book an appointment, get their desired jewelry delivered at their doorsteps, and try them at their comfort with no-obligations to buy. Further CaratLane also launched a revolutionary virtual try-on app – the Perfect Look App – which enables jewelry buyers to try multiple pieces without, literally, having to putting them on. 

With the launch of their twelfth store at Vikas Marg, situated at one of the most happening shopping destinations in New Delhi, CaratLane brings in a uniquely smart jewelry buying experience. 

Mithun Sacheti, Founder & CEO CaratLane said, while speaking about the launch,

“Delhi is one of our key markets as our simplistic yet trendy designs are very well received and loved by the consumers here. This has encouraged us to launch our twelfth store which will help us make modern jewelry even more accessible. Located on East Delhi’s most prominent area Vikas Marg, the Shankar Vihar store will give users easy access to our jewelry including our latest collection ‘Noor-e-Kashmir’ inspired by the mesmerizing colors of the Valley. Like all our other stores, here too we've created a whole new world of precious jewelry - beautifully urbane and edgy designs for everyday wear.” 

As is evident, CaratLane stores are different from the typical Indian jewelry stores. They are designed for a truly omnichannel experience. 

For a brand that’s on a mission to democratize access to jewelry, this store launch, the twelfth in New Delhi and forty-second in the country, is another step forward in that direction. 

Should you wish to witness the beauty of the valley rendered by delicate craftsmanship, head to 18, Shankar Vihar, Vikas Marg, Delhi - 92 right away! :)

#PowerfulBacking With American Express...

A recent global study commissioned by American Express showed that more than half of people today are living Hybrid Lives, with personal and work life deeply intertwined. The study, conducted in eight markets including India, others being Australia, Canada, Hong Kong, Japan, Mexico, the United Kingdom, and the United States also revealed that two in three people feel they can achieve more because of this work-life integration.

The way people work and live has transformed - there is greater interconnectedness in both personal and work life, as well as real and virtual interactions. This blended, hybrid lifestyle is the new norm across the world, and India is no exception.

'Hybrid Life' as identified in American Express’ 'Live Life' survey is characterized by increasing interconnectedness between work and personal life, as well as real and virtual interactions. It results in deeper work-life integration enabled by technology, described by AmEx as #AmExLife.

American Express, backed by the insights of the study, has thus launched its new 360° brand marketing campaign in India, aptly called “Powerful Backing of American Express: Don’t Live Life / Don’t Do Business Without It” - to reflect new-age highly-integrated lifestyles and the fact that American Express supports its customers, enabling them to thrive in life and in business.

Speaking about the launch, Manoj Adlakha, CEO – American Express Banking Corp., India, said,

“This is the first time we’re introducing a campaign that speaks to all of the customer segments we serve, with a single, overarching message: American Express has your back, in life and in work. Relationships are core to who we are. Since our inception, we’ve put our customers at the center of everything we do. The campaign reinforces the enduring relationships we have with our customers and how we support them in ways big and small.”

Elaborating on the insights that powered the global brand strategy, Manoj added, “The new brand platform is a response to the fact that our customers are living diverse and layered lives. Our new campaign focuses on the powerful backing that we provide our customers and partners, enabling them to navigate this blended lifestyle.”

I recently had a chance to attend an event where AmEx's new brand campaign was presented. showcasing the dual passion-points of Indian millennials - technology and travel - that power the prominently emerging hybrid lifestyle in the 'Live Life' study.



There was an 'AR-VR' setup (or demo zone) featuring innovative use of virtual-augmented reality to present a  real-life simulation of diverse experiences such as an adrenaline-charged roller-coaster ride, the thrill of sky-diving, watching the Northern Lights and seeing penguins in the glaciers of Antarctica to emphasize on the thrill of #VirtualMeetsReal.

Such brand activations have been set up by AmEx for an experience by the masses in DLF Mall of India, Noida and Cyber Hub, Gurgaon.

Advertising is featured on a cross-section of platforms with a focus on communications channels that are at the intersection of life and work. These include print, mobile and outdoor platforms, as well as digital and social media.

Namaste. We are celebrating our new brand launch in India. Our special guest @yamigautam is the first one to try our #VirtualMeetsReal experiences. Don’t live life without it! #AmexLife

A post shared by American Express (@americanexpress) on Jul 25, 2018 at 3:24am PDT

The advertising and marketing elements include a heavy focus on digital content, online video, high-impact out-of-home advertising and social influencer engagement. The campaign is designed to meet people in the places where life and business intersect, both online and offline. Whether traveling, going to work, heading out to have fun, engaging with digital content or connecting on social media, Indians will be continuously reminded - American Express has got their back.

With the new brand platform, American Express is drawing on its heritage of service, security and trust and modernizing many elements of its brand iconography, including a modern articulation of a famous tagline, refreshing its Blue Box logo and visual identity and introducing a hand-drawn version of its famous card design that features its customers at the center.

The work was created by mcgarrybowen, Pentagram, Ogilvy, Mindshare and Digitas. The advertising was directed by renowned director Lance Accord, and the photography was shot by award-winning photographer Matthieu Young.

Sharing details on how the global campaign was adapted for Indian audiences, Manoj added,

“Our local agency partners at Ogilvy and Mindshare have been instrumental in trans-creating the global campaign to make it relevant for the Indian market. They have successfully integrated nuances that our customers and prospects can relate to. We are confident that this approach will resonate with our audience.”

Ruchi Mathur, Sr. Vice President, North & East India at Mindshare said,

“For today’s audiences with hybrid lives and complex paths to purchase, we leveraged relevant media & data intelligence to decode the mindset, media consumption behaviors, and connected journeys to deliver the communication to each audience segment, in the right context through the right medium. Basis these findings, we developed an integrated brand and demand focused media strategy that will keep the audiences engaged throughout the brand funnel, finally leading them towards becoming American Express members.”

Here's what celebrity ambassador Yami Gautam had to say about #PowerfulBacking...

The new brand platform aims to go from belonging i.e. 'the benefit of being part of an exclusive club' to backing i.e. 'the benefit of being part of a reciprocal relationship', with the cultural insight being the following.

I am sure that American Express' brand philosophy will surely make #PowerfulBacking popular among the masses. 

Functional Fitness With Multifit India...

At first, they'll ask you why you're doing it, 

Later they'll ask you how you did it. 

That's how it goes for life at large, but it fits like a glove as far as pushing oneself towards fitness is concerned. 

There'll be a hoard of pessimistic onlookers and a handful of optimistic cheers (one of them has to be you, yourself) but as far as pledging for a fitter self is concerned, one has to emulate the deaf frog for a clearer perspective. 

Self-confidence and self-belief are the keys as far as sustaining oneself on the road seldom taken is concerned. After all, everyone wishes to look fitter and feel fitter in today's day and age. 

Not just should this stand true for the public eye but also for the betterment of our past self, physically as well as psychologically. 

However, gymming and supplements are a thing of the past as the masses continue to realize that spot reduction is a myth and drugs provide an instant high but do more harm than good in the long run. 

Knowing the fact that a full body workout is essential to the well-being, and one cannot just be biased towards one physical region, it is vital to turn to functional fitness exercises designed so as to develop and train bodily muscles so that it is convenient to complete everyday tasks with ease. 

Functional fitness exercises engage a number of muscles at the same instant - be it the lower body or upper body ones - while simulating common movements - to engage the physique and improve balance, core, strength, and stability. 

One such functional fitness studio that has been establishing itself at various cities in India since the past three years is Multifit. 

With an aim to balance the body-mind-soul trinity, through a thoughtfully devised model for functional fitness aptly named iFIT. 

Designed to integrate science and fitness training in a manner that makes a workout more enjoyable and effective, iFIT includes High-Intensity Interval Training (HIIT), Yoga, Endurance and other forms of fitness training to holistically cater to your mind and body’s varied fitness need. 

In fact, a HIIT routine enhances metabolism that enables the body to burn fat even after a single routine is completed. On the other hand, iFIT workouts generally utilize only body weight, resulting in 'optimal muscle building and muscle retention coupled with fat loss and increased calorie burn'. 

I recently had a chance to Multifit Studio, Sohna Road and could witness in person, the positive impact that functional training has on the body. In fact, the clientele here, in particular, spans across 14-80, with the eldest patron being an enthusiastic senior citizen. 

With a belief that fitness should extend beyond dumbbells and machines, the schedule devised by Multifit is such that it integrates science and fitness training to facilitate its clients in attaining the perfect Mind-Body-Soul balance and aims to make fitness a lifestyle choice for every individual they engage with. 

The conventional gym imagery is challenged to the extent that by abandoning traditional equipment and narrow goals and instead using simple setups to improve one's performance at everyday activities, patrons are able to embrace fitter versions of themselves. 

Equipped with state-of-the-art machinery pertaining to strength, endurance training, calisthenics, martial arts etc. and driven by their highly qualified, experienced and certified trainers, instructors, and even state and national level medalists for centers across Pune, Jaipur, Mumbai, and Gurugram, it comes as no surprise that Multifit, as a functional fitness studio, is at the top of its game. 

With a strategized plan aimed to facilitate each patron to achieve their goals, Multifit puts forward the notion that impossible is an illusion. 

While each equipment at the studio has clear-cut instructions illustrated on it to facilitate correct usage, there are also personal trainers for patrons to seek and implement a proper technique that can make the functional fitness regime a success. 

Apart from the functional fitness regime, there are also programmes concerning mixed martial arts, kick-boxing and dance-based routines that are held to engage patrons in something unique on a regular basis. 

With a strict schedule being followed by trainers for daily classes and 'Work Out Of The Day', patrons are sure to leave Multifit with a smile saying #IAmMultifit once the functional fitness training regime is completed. 

In fact, just as the stairway leading to Multifit sports an 'x steps closer to your dreams', there is also a bell hung at the exit for patrons to ring if they feel that they have 'killed' their workout. 

On the whole, it was a positive experience visiting and witnessing the action at Multifit Fitness Studio, Sohna Road. 

All About #TILEGurgaon: The Indian Luxury Expo...

The last couple of days have seen the best names from the luxury circuit gather under one roof as The Indian Luxury Expo (TILE) made its impact felt across the length and breadth of the city at Kingdom of Dreams, Gurugram. The high-octane luxury extravaganza presented curated products, exclusive launches and previews, and bespoke pop-up experiences.

A number of prominent brands from a potpourri of industries including travel, fashion accessories, jewelry, real estate, hospitality, art & collectibles, apparel, home décor and luxury automobile brands participated in the Expo.

Some of the noteworthy ones were Jaguar and Land Rover, Ducati, Gitanjali, Nakshatra Diamonds, Hand Painted Stories, Think Tonk, Tie Hub, Mahindra Lifespaces, Grohe, Raymond Made to Measure, INV Homes, Ford Mustang, Embassy, Amex, DAG, Porshe, Gallerie Splash, Kawasaki and Harley Davidson, to name a few.

A successful book launch of She & He by engineer-turned-author Astha Mittal was held and breathtaking artworks by renowned artist Ram Indranil Kamath, which help in understanding the link between Hinduism and Hindutva, were also exhibited at the event.

Having managed to pull off a spectacular luxury show, Karan Bhangay, Founder, #TheIndianLuxuryExpo said

“We are delighted to see the fervent participation of different industries at the event this year. Gurugram is known for having a keen demand for luxury, owing to the standard of living enshrined by its citizen. The city brought forth a wonderful opportunity to display our curated set of brands, for the discerning audience.

Celebrated brands across industries participated and partnered the Gurugram Expo, clearly indicating a growth of interest and consumer sentiments attached to this sector.

Luxury consumption spearheading a country’s economy undoubtedly reflects its affluence and taste. India is set to become the world's fastest wealth creator in the coming years.

Realizing the increasing importance of the country in the global luxury industry, The Indian Luxury Expo endeavors to bring the top-notch luxury brands and the connoisseurs under one platform.”

Rocking The Delhi Times Lifestyle Week: #DTLW

November began on a trendy note with Style Gods smiling heartily as the crème-de-la-crème and stars of vogue descended in Delhi all thanks to a two-day long Delhi Times Lifestyle Week that was underway in the capital in association with Kohler and Panasonic Beauty.

With spectacular lineups for avant-garde collections pioneered by some of the most iconic names in the style circle as its highlight, #DTLW was all about trendy looks with chic designs setting the ramp ablaze.

While the commencement stood testimony to bespoke creations showcased by celebrated designers like Mandira Wirk, Samant Chauhan and Rocky Star, the showstopper for the evening was actress Evelyn Sharma who walked the ramp in a Rocky S designer outfit, closing for the day.

Models Laxmi Rana, Sonalika Sahay, Candice Pinto, Deepti Gujral, Donna Masih and others dazzled the stage and mesmerized the audience as they walked the ramp showcasing the work of the designers.

Mandira Wirk presented her 'Pastel Romance' with intricately detailed designs that had minimalist aesthetics.

Samant Chauhan’s collection was an ode to the blank canvas as well as to all those metaphors that stand for life and light.

However, it was a rose gold ensemble with an envious flair that Evelyn dazzled in, as it was a dramatic silhouette with bold motifs, thereby blending Rocky Star's ideation of old-world charm with contemporary fascination.

Catch Evelyn's dramatic twirl...

On the other hand, #DTLW also culminated as it had commenced - on an exceptionally glamorous note - with Pia Pauro, Siddartha Tytler, and Falguni and Shane Peacock showcased their couture and prêt collections on the day of conclusion.

Pia Pauro’s 'Wonderflip' was presented by Sunar Jewels.

It frolicked around with vibrant hues, nomadic embroideries, layering and cool cotton fabrics to complement those long hours of dancing effortlessly.

Siddartha 'Sid' Tytler’s collection romanced in black, earthy tones with highlights in gold.

Catch a glimpse of the monochrome canvas painted by Siddhartha...

 Falguni and Shane Peacock took #DTLW to the next level by showcasing their signature use of feathers, sequins, and prints.

The icing on the cake was that the premium lifestyle week was drawn to a close with a captivating walk by actress Diana Penty for the grand finale.

The Delhi Times Lifestyle Week closed on an enthralling note as the ramp came alive with color, art, tradition, and of course, a heavy dose of style over the course of a couple of days drenched in extravagance.