BlueStone showcases joy of making choices with slice-of-life story

Watch the ad film conceptualised by Contract Advertising here

Oct 12, 2016 04:59:00 AM | Video | Campaign India Team, an e-commerce jewellery player, has rolled out a TVC. The film has been conceptualised by Contract Advertising.
The film opens with two young women on a sofa, apparently miffed with each other. They use the cushions on the sofa to create a divider. One of them picks up a magazine, the other starts looking at her phone. The lady on the phone is browsing on At one point, she looks to her towards the other woman for help in picking a particular piece of jewellery. After her friend excitedly agrees on her pick, the woman puts the cushion in the middle again and continues on her phone. As the duo are separated again the film ends with the voice over saying, 'More stories, more designs, more choices' and introduces
Pushkar Jain, CMO,, said, “We are very excited to launch our new brand campaign that happens to coincide with the festive season. The TVC clearly illustrates our core proposition of choice of designs and modern styles whilst targeting the new age women. Our strong focus on brand building coupled with world class designs and a superior online experience will enable us to expand our footprint in the second largest jewellery market in world.”
Ashish Chakravarty, NCD, Contract Advertising, said, “Jewellery is very close to women. Sometimes closer than their partners. We thought, for this one, let’s tell stories of women, by women. So here it is, a peek into a woman’s mind, her thought process and the moments that trigger off when she discovers choice and gold and love. All at once.”
Agency: Contract Advertising
Team Contract: Ashish Chakravarty, Mayur Hola, Tarannum Sehgal, Shakoon Khosla, Anissha Mazumder, Sugato Roy, Sougata Kundu
Director: Abhinay Deo
Producer: Apurba Sengupta, Raviraj
Music: Karan Kulkarni 
Director of production: Hemant Chaturvedi