Candere crushes Valentine’s Day stereotypes

The very intimation of the term ‘Valentine’s Day’ brings to one’s mind human-sized teddy bears, overpriced chocolates and cliché rose bouquets. While these might seem to be the perfect idea to celebrate the day of love, as we have been influenced to believe owing to movies, the concept of love goes far beyond. Candere, one of India’s leading online fine jewellery boutiques, has brought forth an unconventional campaign celebrating the little nuances of love found in every relationship, be it romantic or platonic. Christened ‘#OneForLove’, this campaign has a refreshing take on love, commemorating relationships that still have a long distance to scale.

Titled ‘This Valentine’s Day, let’s do something memorable for our loved ones’, this video by Candere by Kalyan Jewellers begins with an old-fashioned household and a traditional family setting the table up for a certain occasion. A little while later the female protagonist enters the scene upon having reached home after a usual day at work. What was supposed to be a typical family dinnertime turns into a sweet little surprise, with the elderly couple gifting her a beautiful jewellery set to celebrate Valentine’s Day. It is only after the protagonist is referred to as ‘bhabhi’ that it becomes clear that she is the daughter-in-law of the house and the wife to Army personnel, who is not present at the table.

This sweet gesture expressed by her in-laws indicates that the protagonist is not rendered alone on a special occasion as Valentine’s Day, and that she has a loving family by her always. This simple yet impactful video reiterates on the vibrant dynamics of different relationships, shattering stereotypes in a sweet and subtle manner.

The story throws light on relationships that are not romantic in nature by bringing a sense of love, warmth and belonging. It conveys the message that Valentine’s Day is not just meant for couples but instead can be spent appreciating all the loved ones in one’s life. Moreover, it emphasizes on how one does not need to be in a relationship to enjoy this special day, and that every dynamic shared counts. Love is found in different forms, especially seen among families, who are the ultimate support systems. This video highlights the atypical bond and the modern values shared between in-laws beautifully, aiming to change the mind-set of the society.

Sharing an insight on the video and the campaign, Rupesh Jain, Founder & CEO of Candere, remarked, “Love is found in every relationship of our lives, all we need to do is look for it. Our Valentine's Day video takes a refreshing take on love that will definitely make you smile. Through our campaign #OneForLove, we at Candere aim to break stereotypes and ignite thought-provoking conversations that would eventually lead towards a society that acknowledges and celebrates unconditional love and bonding.”

Real change is a gradual, constant, and continual process. Candere believes that this change that it truly begins at home. Through this heartfelt campaign, the brand urges everyone to come together and love each other unconditionally this Valentine’s Day.


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