CaratLane’s ‘Kaashika’ Film Comes Alive with ‘Tum Tak‘

CaratLane, a Tata Product and India’s leading omnichannel jewellery brand, has unveiled a new campaign film for its collection, ‘Kaashika’. 

This film is a cinematic tribute that brings to life 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.

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.”