Your Daily Dose of Ad World Buzz
Latest
✦Diageo India Puts Mohit Cherian Over Customer Marketing✦Steelbird Brings Its PR In House With Vinay Kumar✦91.6% of consumers to maintain or increase festive spending, reports BigCity Promotions.✦Third Wave Coffee And CaratLane Agree On A Colour✦CBC Gives 90 Channels Until 21 October To File Papers✦Airtel Business Puts Every Message Channel In One Gate✦Aditya Sunilkumar Moves From Havas India To Meta✦Karan Arora Takes Volvo Auto India’s Marketing And PR✦ICICI Life Insurance Drops Prudential And Picks A Tagline✦Musk Will Rename SpaceXAI To SpaceXSI✦How Teams Work With Creators They Did Not Cast✦Measuring Creative When The Variants Are Infinite✦Diageo India Puts Mohit Cherian Over Customer Marketing✦Steelbird Brings Its PR In House With Vinay Kumar✦91.6% of consumers to maintain or increase festive spending, reports BigCity Promotions.✦Third Wave Coffee And CaratLane Agree On A Colour✦CBC Gives 90 Channels Until 21 October To File Papers✦Airtel Business Puts Every Message Channel In One Gate✦Aditya Sunilkumar Moves From Havas India To Meta✦Karan Arora Takes Volvo Auto India’s Marketing And PR✦ICICI Life Insurance Drops Prudential And Picks A Tagline✦Musk Will Rename SpaceXAI To SpaceXSI✦How Teams Work With Creators They Did Not Cast✦Measuring Creative When The Variants Are Infinite
Brands

Third Wave Coffee And CaratLane Agree On A Colour

Ad Tribe! Bureau2 min read
A takeaway coffee cup beside a faceted gemstone, as halftone cutouts, for the Third Wave Coffee and CaratLane collaboration

Third Wave Coffee and CaratLane have launched a limited-edition range of ube-based drinks, finished with diamond-inspired latte art. The range runs from 4 October to 15 November 2026.

  • The drinks: Ube Diamond Velvet, Ube Matcha Shine and Jasmine Ube Bling
  • Where: Third Wave Coffee stores nationwide, and on Swiggy and Zomato
  • The hook: ube, the purple yam, matched to CaratLane's brand colour
  • Occasion: CaratLane's 18th anniversary
  • In-store: co-branded entrance displays, point-of-sale signage and digital menu takeovers
  • With orders: exclusive postcards, and co-branded cups with collectible cards on delivery and takeaway
  • Cross-promotion: CaratLane retail stores carry beverage reductions for nearby Third Wave Coffee locations

Why Third Wave Coffee Is The Useful Half Of This

Because a jeweller cannot generate footfall at the frequency a cafe can. CaratLane is a considered purchase made once every few years; coffee is bought weekly, and the collaboration effectively rents that frequency for six weeks.

The colour match is what makes it legible rather than arbitrary. Brand partnerships usually have to explain themselves in a line of copy, and a drink that is visibly the partner's shade does that work without any copy at all.

What The Collectible Card Is Doing

Carrying the jeweller home. A cup is finished and binned inside an hour, which is the structural weakness of every cafe collaboration, and a card in the bag is the only part of the transaction that survives the walk back.

What Was Said

Shaifali Gautam, chief marketing officer at CaratLane, said purple is at the heart of the brand's identity and that the synergy with Third Wave Coffee's ube innovation was instant as the company marks its 18th anniversary. Rajat Luthra, chief executive of Third Wave Coffee, said the company is constantly looking at how global beverage trends can be translated into experiences that feel fresh and relevant for Indian consumers.

More on the company at thirdwavecoffeeroasters.com. More brands.

#brand collaborations#cafe chains india#jewellery advertising india
Follow Ad Tribe