The campaign conceptualised by Contract Advertising aims at showcasing how beautifully the jewellery range on the website connects emotionally to a consumer
BestMediaInfo Bureau | Mumbai | January 18, 2017
Online jewellery brand BlueStone.com has launched a new brand campaign to further strengthen its position as the go-to destination for modern contemporary jewellery. Reaching out to consumers through a new television commercial (TVC), the ad film showcases how beautiful jewellery connects emotionally, summing it up with the ‘Choose Your Twinkle’ catchphrase. The campaign is conceptualised by Contract Advertising.
The new brand campaign is intended at promoting the brand ahead of Valentine’s Day, which is an important occasion for jewellery retailers at the beginning of the year. The company is marketing aggressively to build a strong brand recall and boost its customer base.
Speaking about the campaign, Pushkar Jain, CMO, BlueStone.com, said, “Our research has shown that increasingly women are buying jewellery on pure impulse, beyond traditionally defined occasions. BlueStone.com offers a wide range of precious jewellery, designed for day to day wear, precisely catering to such audience. This second TVC in the ‘Choose Your Twinkle’ campaign highlights our unique proposition of trendy styles and effortless browsing.”
The new commercial continues to build the brand narrative around how effortless browsing and range of beautiful designs make the BlueStone.com experience unique and delightful.
Ashish Chakravarty, National Creative Director, Contract Advertising, said, “With Bluestone.com, our stories are about women and their charming day. They date, they fight, they make up and invent reasons to take the day forward with a twinkle in their eyes. So, here’s another one from the ‘Choose your Twinkle’ series.”
The film shows an indoor set-up that looks like a retreat for musings and relaxation. Two close friends in a tête-à-tête, one painting her nails and the other busy with her phone. The former is trying to convince her friend to go along on a double date, the latter is unenthusiastic and engrossed in browsing on BlueStone.com. But suddenly her no makes way for an easy yes, as she zeroes in on the perfect pendant. Why should one lose an occasion to show off that perfect look, isn’t it!
The film concludes by showcasing a range of pendants available on BlueStone.com, wrapping it up with the tagline ‘Choose Your Twinkle’.
Director: Abhinay Deo
Team Contract: Ashish Chakravarty, Mayur Hola, Tarannum Sehgal, Shakoon Khosla, Anissha Mazumder, Sugato Roy, Sougata Kundu
Producer: Apurba Sengupta, Raviraj
Music: Karan Kulkarni
Director of Production: Hemant Chaturvedi