‘Why wait for ‘special occasions’ to buy jewellery?’ asks Bluestone

Happy Creative Services, which won the business of Bluestone.com following a multi-agency pitch in December 2012, has released the launch campaign for the online jewellery store brand.

The first ad film from the brand challenges the convention of jewellery being purchased only on special occasions. The film features a young couple in their bedroom, with the lady checking something on her laptop. As the visibly bored guy notices that she is checking out jewellery, he asks her the occasion for buying jewellery. She replies, ‘To get my husband’s attention’. The guy gets up and tries to shut the laptop in an effort to dissuade her from the purchase. He says that she has all his attention all the time, and tries to get close. She pushes him away, asking him what the ‘occasion’ is. He is stumped. She picks up the laptop and proceeds to buy the jewellery. A voice over emphasises that one doesn’t need an occasion to buy jewellery.

On the appointment of the agency, Gaurav Singh Khushwaha, founder, Bluestone, said, “We chose Happy for a variety of a strategic reasons. Their fresh perspective on the category was in sync with our thought process and business model. Add to this, Happy’s proven expertise in successfully launching and managing e-commerce brands and their creative reputation were a bonus.”

“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 behavioral and buying patterns of jewellery buyers,” added Kartik Iyer, chief executive officer, Happy Creative Services.

A statement from the agency informed that Bluestone’s new identity was also created by Happy’s design cell. The brand launch campaign on television will be supported by digital communication.

Credits

Client: Gaurav Singh Kushwaha
Agency: Happy Creative Services Pvt Ltd
Chief creative officer: Praveen Das
Chief executive officer / writer: Kartik Iyer
Chief operating officer: Siddartha Roy
Account planning: Ravi Bhat
Account management: Ameya Lokhande / Ajay Kumar
Production house: Nirvana Films
Director: Prakash Varma
Executive producer: Sneha Iype