MUMBAI: During Diwali, online or retail brands in any category be it apparels or malls or real estate or automobiles and even jewellery are vying for attention saying ‘buy me’ by offering discounts and cashbacks.

The online jewellery market is pegged at Rs. 8-10 billion market. It is growing five times more in comparison to its offline competitors. In a cluttered festive environment, the campaign #GetDiwaliReady conceived by the Mumbai office of Lowe Lintas aims to touch the hearts of millennials and encourages them to buy jewellery online. CaratLane, a Tanishq partnership, is aiming to take a larger share of the pie as they are entering their next level of growth with this campaign.

Lowe Lintas president Anaheeta Goenka, “It was an interesting business challenge given to us. Create a consumer pull for modern everyday jewellery and build a human connect with the brand. The current generation values the relationships made away from the family - be it a place where they stay or a place where they work. And, thus was born the campaign idea of new “families.”

CaratLane founder and CEO Mithun Sacheti says: “Our campaign celebrates the precious relationship that we build outside our family, in our newly set-up social ecosystems, who become our extended family. "

Lowe Lintas executive director (creative) Akash Das: "There are many people who won’t be able to go home to celebrate Diwali.  Our script is about the friendships they have nurtured in a place away from ‘home’."