Campaign India Team
Jul 15, 2014 adds a dash of romance to online jewellery buying

Watch the ad film conceptualised by McCann Erickson here

Online jewellery store has launched a TVC featuring VJ and anchor Yudhisthir and actor Ira Dubey. The TVC conceptualised by McCann Erickson reinforces the brand’s belief that there is no need for a special occasion to buy jewellery.
Like in the previous campaign, the film features a young couple, played by Yudhishtir and Dubey, in their bedroom.
They are seen lounging on the bed in the comfort of the room, with a view of the rains outside. The romantic mood comes alive with Susheela Raman’s rendition of ‘Yeh mera deewnanapan hai’ playing in the background. She’s lying down working on her laptop, while he’s seated looking at something on his tablet. He urges Dubey to move up beside him. She hesitates initially, her smile suggesting that she has an idea of his intent to get intimate. Closing her laptop, she eventually joins him. To her surprise, he shows her he’s been seeing on his tablet - a pair of earrings on A voice over takes over: “Love is a beautiful thing; keep it alive with thousands of beautiful designs.” Yudhisthir playfully asks her what she had been thinking, before the film ends with a pillow fight as the super reads ‘ - pure jewellery for real love’.
Gaurav Singh Kushwaha, CEO and founder,, said, “Bluestone is looking to change the way jewellery is being purchased and has been pushing a lot of innovations in the industry. The new TVC establishes our intent to make the entire act of jewellery purchase into a memorable and romantic experience for couples. A lot of exciting innovations are being lined up which will be announced in the coming weeks.”
Anil Thomas, regional creative director, McCann South, said, “When Gaurav and the marketing team briefed me I was very excited. They wanted to portray real and spontaneous relationships. Hopeful and optimistic."
Creative agency: McCann Erickson
Regional creative director, McCann South: Anil Ralph Thomas
Production house: Next Generation
Director (film): Anil Ralph Thomas
DOP: Manoj Lobo
Campaign India