The TVC has been conceptualised by Happy on the theme that jewellery need not be bought only for special occasions
BestMediaInfo Bureau | Delhi | February 1, 2013
Following a multi-agency pitch in December, Happy Creative Service was been appointed by Bluestone.com to handle its creative duties. Established in 2012, Bluestone.com is a premium online jewellery store with a special focus on fine personal jewellery.
The brand is set to unveil its first TVC tomorrow, February 2, 2013, which will be supported by communication in digital and social media channels. The campaign challenges the convention that jewellery is only purchased for special occasions. The concept of the film primarily throws light upon the fact that traditionally we have all attached indulgence in the things we enjoy only to special occasions
The film is set in the most intimate and personal space of a couple. While the wife is busy looking up the options of jewellery she should pick for herself, the husband cozies up to get her attention. When he notices she is shopping for jewellery online, he quizzes her: “What's the occasion?”
Not too impressed with his question, the wife remarks that she is only buying something new to get his attention. When the husband cozies up further to get her to pay him some attention instead, she stops to ask him: “What's the occasion?”
Any married couple will associate with the situation and the subtle humour associated with it.
“We chose Happy for a variety of strategic reasons,” said Gaurav Singh Khushwaha, founder of Bluestone. “Their fresh perspective on the category was in sync with our thought process and business model. Besides, Happy’s proven expertise in successfully launching and managing e-commerce brands and their creative reputation were a bonus.”
Kartik Iyer, CEO, Happy, said, “We’re quite excited to be partnering with Bluestone to launch their brand. At Happy we have found success in working with startups and entrepreneurs. We are glad that Gaurav and his team placed their trust in us. We are all the more excited with their launch strategy and commercial that questions the behavioural and buying patterns of jewellery buyers.”
The logo of Bluestone.com has been designed by the Happy design cell.
Funded by Accel Partners, the e-store guarantees sale of only certified jewellery. Other benefits include 100 per cent refund, indigenous design and a 30-day exchange policy.
Agency: Happy Creative Services
CEO: Praveen Das
CEO/Writer: Kartik Iyer
COO: Siddartha Roy
Production House: Nirvana Films
Executive Producer: Sneha Iype