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Tag: BlueStone

  • BlueStone launches Raksha Bandhan campaign – ‘#ThreestoOne’

    BlueStone launches Raksha Bandhan campaign – ‘#ThreestoOne’

    Mumbai: In the spirit of Raksha Bandhan, BlueStone has unveiled a new campaign focusing on familial bonds. Titled “#ThreestoOne”, the campaign captures the meaning of relationships. The campaign shines a spotlight on the joy of having that one special person who, while often seen as the ‘extra’ in a couple’s life, gradually becomes an irreplaceable part of the family.

    Raksha Bandhan has always symbolised the cherished bond between siblings. But in today’s ever-evolving world, family isn’t just defined by blood. Friendships often blossom into familial relationships, offering a sense of belonging and unconditional love. BlueStone’s latest campaign delves into this modern-day reality with a humorous twist.

    Through a series of videos, the campaign follows the life of a modern married couple and the husband’s childhood best friend. Their relationship forms the crux of the narrative, exploring the amusing dynamics of being a ‘third wheel’ in a marriage. With every video, viewers are taken on a journey filled with laughter and heartwarming moments, culminating in transforming a love-hate relationship between the wife and the best friend into a bond that mirrors the sibling connection.

    Commenting on the campaign the brand’s spokesperson said, “Raksha Bandhan is traditionally about the bond between brothers and sisters. However, we wanted to celebrate the relationships that go beyond conventional definitions of family. Our campaign is a tribute to all those friendships that evolve into something deeper, stronger and truly special. We hope our audience resonates with the humour and warmth of the series and recognizes the value of these unique relationships.”

    Join BlueStone in celebrating Raksha Bandhan by embracing the festival’s spirit, where every friendship can become a cherished family bond. Here’s to the friends who become family and the third wheels who make every moment more fun.

  • BlueStone launches the #StrokesofGenius campaign

    BlueStone launches the #StrokesofGenius campaign

    Mumbai: BlueStone announces the launch of its new campaign, #StrokesofGenius, for its art-inspired jewellery and accessories. Embracing the idea that jewellery is wearable art, BlueStone draws inspiration from iconic masterpieces. The result is a collection that displays creativity, elegance and taste, bringing timeless artistry to every jewellery piece.

    In a series of posts, BlueStone encapsulates the narrative that behind every stroke of genius lies a muse—the modern, stylish individual who embodies sophistication, sparks creativity and ignites passion. We aspire for the BlueStone muse to see this collection as a means to enhance their beauty and as an ode to their romantic, artistic spirit.

     

     

     

     

     

     

    Speaking of the launch, chief merchandising officer Vipin Sharma expressed, “At the core of this collection lies inspiration drawn from iconic masterpieces and the brilliance of master artists. We have utilized gemstones, enamels and vibrant colours to craft jewellery that captures the essence of these artworks in what we consider elegant and expressive designs. For instance, our jewellery inspired by Dali’s surrealism features bold drips highlighted with Amethyst, evoking his distinctive style. Similarly, our interpretation of Mondrian’s iconic modern art incorporates enamels and gemstones like topaz and sapphire, breathing life into his ‘Composition’ through jewellery pieces. The collection presents a diverse palette of interpretations, from the vibrant hues of Color Field to the refined elegance of Van Gogh’s Starry Night. We believe that these pieces will resonate with our customers, offering each item as a cherished addition to their collections.”

    The art collection binds the artist and the muse with a singular thread—the artistic nature of inspiration and its magnificent manifestation. Each piece draws from iconic movements such as pop art, Van Gogh’s starry night, Piet Mondrian’s modern art, color field and Salvador Dalí’s surrealism. The collection captures the dynamic diversity of these styles with dreamy forms, intricate patterns and dynamic colour treatments, making it a blend of art and elegance. It offers collectible pieces that are occasionally encountered, making each item a treasured addition to any jewellery collection.

    Art movements inspiring the collection

    Pop Art: Experience the essence of Pop Art in our jewellery collection featuring comic book elements, colour blocking and contrasts, designed for modern fashion lovers.

    Colour Field: The Color Field-inspired designs transform abstract painting into wearable art. These experimental pieces fuse mythic art with diverse forms, colourful stones, and enamels.

    Modern Art: Embrace geometric abstraction and primary colours with the Piet Mondrian’s modern art-inspired jewellery. These designs draw from Mondrian’s iconic use of lines, squares and primary hues, creating dynamic compositions.

    Starry Night: Vincent van Gogh’s “Starry Night” inspires this collection.The pieces capture the celestial swirls and hues of the masterpiece, offering a touch of celestial allure.

    Surrealism: Inspired by Salvador Dalí’s masterpiece “The Persistence of Memory,” this sub-collection features designs rich with symbolism and dream-like atmospheres.

    Each piece in the art collection showcases daring exploration and skilled craftsmanship, from vivid bursts of colour to intricate designs that aim to mesmerise.

  • Celebrate Akshaya Tritiya in style with BlueStone’s #FeelingGolden campaign

    Celebrate Akshaya Tritiya in style with BlueStone’s #FeelingGolden campaign

    Mumbai: As Akshaya Tritiya approaches and you start compiling your wishlist, let BlueStone’s jewellery be your ultimate indulgence. The brand invites viewers to explore its design-led gold collections with a social media campaign, #FeelingGolden, offering a refreshing and stylish departure from traditional gold pieces. Crafted in pure 18kt and 22kt gold and adorned with diamonds, these exquisite designs strike a balance between style and abundance.

    If you’re drawn to avant-garde aesthetics and innovative design, refer to BlueStone’s Sheer collection. Elevating traditional latticework to new heights of contemporary chic, these pieces redefine the boundaries of jewellery design. Crafted with 3D printing techniques, Sheer’s dynamic designs exude an air of modern style and artistic expression. Our latest launch, aptly named Sheer Style, is a sequel to the Sheer collection. Elevating the intricate 3D printed latticework to new heights, Sheer Style incorporates dazzling diamonds, making it the preferred choice for the occasion. Inspired by modern architecture, Sheer Style features more dramatic silhouettes, adding an extra layer of intrigue and sophistication to your ensemble.

    If you desire to stand out from the crowd and captivate attention, look no further than BlueStone’s Fluo collection. Inspired by the dripping effect created by molten gold, these pieces exude an appealing allure, perfect for making a bold statement. Whether you’re attending a glamorous soirée or simply want to elevate your everyday look, Fluo offers a versatile range of designs that effortlessly transition from day to night.

    The Beatrice collection, with its artistic organic shapes featuring satin finishes, is a masterpiece of editorial finesse. Designed for the discerning tastemaker who appreciates refined elegance, Beatrice exudes an allure that transcends the confines of fashion. Understated yet unmissable, this is one investment that promises enduring style.

    The Sabbia collection, inspired by the tranquil beauty of sand dunes, captures the gentle undulations with its delicate ripple effect. As Akshaya Tritiya signifies the onset of new beginnings and eternal prosperity, this gold collection adorned with diamonds serves as a poignant reflection of this sentiment. Its harmonious blend of matte and polished gold embodies the duality of life’s experiences – the subdued matte finish represents resilience in the face of challenges, while the lustrous polished gold symbolises the promise of brighter days ahead.

    “Across India, Akshaya Tritiya is considered an auspicious occasion to buy gold, a symbol of the richness of our culture. We at BlueStone are constantly striving to offer contemporary ways in which one can embrace the importance of the occasion, yet be able to indulge in one’s preference for modern and trendy designs,” said BlueStone chief merchandising officer  Vipin Sharma.

    Celebrate this Akshaya Tritiya with luminous gold, modern styles and BlueStone. 

  • BlueStone’s #LoveLike_ campaign is brimming with heart-eyed nostalgia

    BlueStone’s #LoveLike_ campaign is brimming with heart-eyed nostalgia

    Mumbai: Step into the world of young, wild, and rebellious love with BlueStone’s Valentine’s Day social media campaign, #LoveLike_. Transporting viewers back to the roots of youthful romance, this captivating journey captures the essence of a love that’s raw, unfiltered, and utterly exhilarating.

    At the heart of this campaign lies a couple whose love story epitomises the heart-fluttering moments of stolen kisses, handwritten notes exchanged, and drives under the moonlit sky. Their love is a symphony of passion and adventure, reminiscent of the ride-or-die relationships of the early 2000s.

    BlueStone has curated a collection of vintage and Y2K props, from flip phones to skateboards, CDs, cassettes, and Walkmans, to infuse the campaign with a nostalgic look and feel. These elements harken back to a time when love was simple yet electrifying, and every moment felt like a scene from a beloved romantic movie.

    In a world saturated with grand gestures and extravagant displays of affection, BlueStone’s #LoveLike_ campaign presents a refreshing return to the roots of young love. It captures the unspoken words, the spontaneous adventures, and the cozy Sundays spent wrapped in each other’s arms.

    While Valentine’s Day typically brings about a flurry of product promotions in the jewellery industry, BlueStone remains steadfast in its brand identity, rooted in the belief that every piece of jewellery carries the hope of romance. Hence, steering clear of overt jewellery imagery, the brand takes its viewers on a trip down memory lane, inviting them to rediscover and cherish the moments of love that define their relationships.

    Talking about the campaign, BlueStone head of marketing Harshna Dadu said, “I’m thrilled to introduce our #LoveLike_ campaign, which beautifully pays homage to the iconic relationships portrayed in early 2000s rom-coms. By capturing the essence of those heartwarming narratives, we’re offering viewers an opportunity to relive the rebellious spirit of youth and the magic of first love – a time when every glance sparked butterflies, and each moment held the promise of endless possibility.”

    To enrich the unique narrative of this campaign, BlueStone is collaborating with fashion and lifestyle influencer Noopur, so she can add her unique spin to #LoveLike_. As part of the campaign, BlueStone is hosting three exclusive giveaways on Instagram, offering participants the chance to win their coveted jewellery pieces that symbolise the enduring beauty of love.

    Let’s #LoveLikeNoOneIsWatching, #LoveLikeMeetCutes, and #LoveLikeYouAre21Again, and make this Valentine’s Day celebration of a love that never grows old with BlueStone.

  • From trends to triumphs: BlueStone’s sparkling year in review

    From trends to triumphs: BlueStone’s sparkling year in review

    Mumbai: BlueStone Jewellery’s head of marketing Harshna Pasari intricately navigates the landscape of fine jewellery in 2023. With a keen understanding of data and consumer insights, she illuminates the captivating trends shaping the jewellery market this year, and a nuanced perspective on BlueStone’s success during the festive season. She also provides a forward-looking glimpse into the design-led fine jewellery brand’s vision.

    Shaping style: emerging trends in fine jewellery

    Diamonds and gemstones have indisputably claimed the spotlight in the world of fine jewellery.

    The desire for jewellery that effortlessly intertwines with contemporary lifestyles is evident. In an era characterized by flexibility and multiwearability, the spotlight is now on jewellery that is lightweight, stackable, and versatile. In the same vein, watch jewellery has been making waves. With smartwatches becoming a part of so many people’s wardrobes, we envisioned a line of fine jewellery that would accentuate the look of these daily-wear staples. Our diverse collection of watch charms, pins and bands is a great way for wearers to enhance the look of their smartwatches.

    Rings, especially unique shapes like chevron and vanki rings have had a moment in 2023. Chevron rings, with their striking V-shaped patterns, are true crowd-pleasers. Whether you’re wearing them to work or a cocktail party, their versatility and grace are truly unmatched. Vanki rings are our contemporary take on a classic style that elevates even the most basic of looks into a statement of elegance.

    Another trend that’s been increasingly popular this year is texture play, where unique techniques and materials are used to create depth and visual intrigue in jewellery. Our Sabbia collection features textures inspired by the constant movement of dunes, capturing the essence of shifting sands beneath your fingertips. In the Tucked collection, we’ve centered the design around knots and buttons, creating a threaded texture that you can’t resist touching. À La Mode, one of our bestselling collections, features jewellery with an array of colourful ceramics, that adds a pop to any ensemble. Effortlessly transitioning from day to night, these pieces make a striking impact.

    Embracing festive elegance: A glowing success

    In the week leading up to Dhanteras, BlueStone witnessed an impressive spike in consumer demand as compared to the same period last year. This surge speaks volumes about the unwavering trust of our consumers and their desire for modern, trendy fine jewellery. Dhanteras itself was nothing short of spectacular, with people exuding boundless enthusiasm and a genuine love for jewellery shopping.

    Our TG of cosmopolitan couples between the ages of 25 to 45 has been at the forefront of this change, gravitating towards our jewellery for its use of stylish designs and unique techniques. No longer content with buying plain gold to be kept stashed away in lockers, these customers seek pieces that they can seamlessly integrate into their wardrobes. Their preferences align with our innovative approach and the infectious spirit that envelops the festive season.

    The highlight of our festive offerings was the Big Gold Upgrade exchange offer, a step above the usual old gold exchange. This exchange offer gives customers the highest value for their old gold, allowing them to exchange their old 18kt gold jewellery for the value of 22kt gold. This not only aligns with customers’ desire for modern, stylish jewellery but also offers them the highest value for the old designs that they’ve grown out of. Customers are captivated by the transparency of the exchange process and the assurance of receiving maximum value for their old gold at BlueStone. This trust has translated into a staggering exchange of 201,358 grams of gold through this enticing offer, and this number only went up during the festive season.

    Looking ahead: BlueStone’s vision

    BlueStone envisions an expansive future fueled by a recent infusion of funding, with a strategic focus on amplifying its offline presence across the nation. Currently boasting an impressive network of over 180 stores in India, a significant leap from the 155 stores at the close of the previous year, the company’s footprint extends to 75 plus cities.

    BlueStone aims to continue leading with its innovative tech-led approach. The dynamic interplay between online and offline channels epitomises BlueStone’s omnichannel presence. Customers start their journey with the brand online, exploring pieces that they love, before stepping into a physical store to make them theirs. 

  • “Today’s consumers are eagerly embracing everyday pieces as powerful style statements”: BlueStone’s Vipin Sharma

    “Today’s consumers are eagerly embracing everyday pieces as powerful style statements”: BlueStone’s Vipin Sharma

    Mumbai: Gone are the days when adorning jewellery was restricted to opulent events and lavish occasions. Nowadays, locker jewellery is being replaced with minimalistic, lightweight daily wear jewellery. This trend has helped jewellery take on a more versatile image while retaining its key essence and joy as a piece of embellishment for daily purposes and special occasions, alike. One such brand trying to champion this trend is BlueStone.

    BlueStone, founded in Bangalore in 2011, is one of India’s largest omnichannel fine jewellery brands. The culmination of a rapidly-evolving consumer preference to shop online and the legacy jewellery industry’s low digital adoption, the trusted brand is synonymous with modernity and digitisation.

    BlueStone has revolutionised the jewellery space by creating an endless aisle online with experiential stores offline, delivering a seamless omnichannel journey for cosmopolitan couples. Their proprietary tech stack enables consumers to customise their purchases from design to delivery, thus making the brand an intimate part of celebrating momentous milestones.

    With over 150 retail stores nationwide, BlueStone has satiated the customers’ desires by crafting an endless aisle of exclusive designs across 100+ collections – each with its own unique story and inspiration.

    Indiantelevision.com spoke to BlueStone chief merchandising officer Vipin Sharma on the evolution of the brand, its USP, positioning itself as the destination for everyday accessory wear, upcoming trends, and more

    An alumnus of SPJIMR, Sharma started his career with Tanishq. Soon after, he co-founded Oyzterbay, a jewellery retailer for young and working women. A stalwart with nearly two and a half decades’ experience, Sharma was instrumental in developing Azva, a World Gold Council brand featuring contemporary alternatives for Indian weddings.

    As the merchandising chief, Sharma is leveraging his jewellery and luxury goods expertise to keep pace with today’s customer-driven retail environment and advance the scale of BlueStone’s design story by pioneering new categories, furthering product development and creative merchandising.

    Apart from creations that catch the eye, he’s also designing an innovative digital ecosystem that enables data-driven decisions to redefine a largely instinctive category.

    Edited excerpts:

    On the evolution and journey of BlueStone

    BlueStone, founded in Bangalore in 2011 by Gaurav Singh Kushwaha, is one of India’s largest omnichannel fine jewellery brands. The trusted brand has transformed the legacy jewellery industry’s low digital adoption into a landscape that caters to a rapidly-evolving consumer preference to browse and shop online.

    At the core of their creative journey, BlueStone placed design as its guiding star. Today, it stands proudly as one of the nation’s largest omnichannel jewellery brands, boasting an impressive online presence, an expansive network of 175+ brick-and-mortar stores spanning India, and an exceptional “Try At Home” service.

    Our jewellery is not destined to be locked away in a vault; it’s designed to be cherished as a vital part of one’s everyday personal style. We embrace technology in every facet of our journey, from the inception of a design to the final delivery process across channels. With an extraordinary team of in-house designers, we conceive and craft each of our pieces from scratch. What sets us apart is our unwavering commitment to doing things differently, challenging the traditional norms that have long defined the world of jewellery.

    On BlueStone’s USP in terms of brand positioning, and offerings – its collections and designs

    Our focus on modern and contemporary designs aligns perfectly with today’s consumers who seek jewellery that complements their lifestyles. Our collections serve as a vivid illustration of our commitment to blending global trends with a touch of Indian essence. Take, for instance, our Viva Pride Collection, which features designs inspired by the resplendent peacock, interwoven with gemstones in the colour Viva Magenta, The Pantone Colour of the Year for 2023. We take pride in not only our design philosophy but also our crafting techniques. We employ exquisite techniques such as ceramic enamel and 3D printing, skillfully combining them with the finest materials, including gold and a stunning array of diamonds and other gemstones, to create jewellery that reflects the epitome of artistry and innovation.

    Beyond our designs, our commitment to customer experience sets us apart. We believe that jewellery shopping should be a pleasurable experience, not an overwhelming one. Our stores are designed to be welcoming, creating an environment where customers can explore our offerings with ease. At the core of our brand is our omnichannel experience. Our online and offline channels work seamlessly together, offering customers the flexibility to engage with our brand in the way that suits them best. Our product range is also contemporary and versatile, catering to a wide range of styles and occasions.

    On BlueStone positioning itself as the destination for everyday accessory wear – the perspective shift towards jewellery from locker to daily use

    As we observe the transformation of locker jewellery to wardrobe jewellery, we recognize that today’s consumers are eagerly embracing everyday pieces as powerful style statements. BlueStone is at the forefront of this movement, constantly innovating to offer designs that seamlessly integrate into modern wardrobes.

    Our product selection is a testament to our dedication to meeting these evolving preferences. We have shifted the focus from jewellery that languishes in lockers to versatile wearables that make a statement in daily life. Y necklaces, with their graceful and elongating lines, have become a symbol of contemporary elegance. The Chevron pattern, characterised by its chic design, adds a touch of flair to everyday outfits. Vanki rings, inspired by traditional Indian jewellery, effortlessly blend heritage with modernity, appealing to a diverse range of tastes. Additionally, our watch jewellery is an exciting new segment that  combines functionality with style, offering a fusion of classic timekeeping elements and trendy aesthetics. What sets our collection apart is its ability to transition seamlessly from day to night, effortlessly adapting to different occasions, ensuring you shine brilliantly at every moment.

    On the advertising and marketing strategy, and media mix you have put in place for the brand

    BlueStone’s marketing strategy is deeply rooted in its online origins and brand identity. As an online jewellery brand from the outset, digital marketing remains at the core of our promotional efforts. This approach allows us to precisely target our audience, measure campaign performance, and engage with customers on various online platforms, contributing significantly to our brand’s success. Recent campaigns, such as ‘Love Is In The Little Things’ and ‘Big Gold Upgrade,’ exemplify our digital focus, utilising a wide array of social media channels, video-sharing platforms, audio apps, and news apps for online promotion.

    While digital marketing is in our brand DNA, we also recognize the value of offline marketing in certain contexts. Hence, we selectively incorporate offline elements such as TV advertising, print media, outdoor campaigns, and in-cinema promotions to reach a broader demographic and create a comprehensive brand presence. This balanced approach ensures that our digital and social media strategies continue to be the cornerstone of our marketing while allowing for offline initiatives to enhance brand visibility and engagement as needed.

    On the usage of influencer marketing, tech-based marketing innovations to build brand saliency and awareness

    Leveraging influencer marketing and tech-driven innovations is pivotal for enhancing brand awareness and saliency. Influencer collaborations can significantly boost credibility and engagement, although quantifying their ROI can be complex. Meanwhile, tech-based marketing innovations, such as AI personalization and chatbots, offer opportunities for improved customer retention and a seamless customer journey. These innovations are adaptable across the marketing funnel, from elevating brand awareness to nurturing customer loyalty.

    Given BlueStone’s innovative and tech-centric DNA, a proactive approach to exploring emerging marketing technologies aligns perfectly with the brand’s identity, potentially positioning it as a pioneer in the industry and fostering lasting growth.

    On the significant markets (geographically) for BlueStone and expansion in India

    BlueStone has established a strong presence in India, currently serving customers in over 75 cities. Initially, our focus was on larger markets like Bangalore, where we have a well-established customer base. After making our mark in the big cities, we have recognized the potential in smaller towns and have started expanding into these areas. This shift in our approach aligns with our goal of having a wider presence across India, ensuring that our customers all over the country can experience our jewellery in person.

    In the coming year, we plan to continue expanding our reach within India. While we will strengthen our position in existing markets, we are also exploring opportunities in new cities and towns.

    On retail expansion

    BlueStone has adopted a specific model for its retail expansion, primarily focusing on company-operated exclusive brand outlets (EBOs). Our strategy revolves around maintaining a consistent and controlled retail presence, ensuring that customers can expect the same high-quality experience and products across all our outlets. In the foreseeable future, our emphasis will predominantly remain on retail expansion through this exclusive brand outlet model.

    On the upcoming trends and innovations that are expected to disrupt the jewellery category

    The jewellery category is currently experiencing a significant transformation, marked by emerging trends and innovations that have the potential to disrupt the industry.

    One notable trend is the increasing popularity of men’s jewellery. Traditionally, jewellery has been primarily associated with women, but there is a growing acceptance of jewellery as a means of self-expression and style among men. This shift is creating a new market for masculine and genderless jewellery designs. Men are also more actively involved in the jewellery purchase process, both as buyers and influencers.

    Jewellery is no longer solely about adornment; it has become an extension of one’s personality. Customers are seeking unique pieces that reflect their individuality. Moreover, global fashion and cultural movements are increasingly influencing jewellery trends. Customers are drawn to jewellery styles that are in vogue internationally, reflecting the interconnected nature of today’s world.

    On your vision and way forward – BlueStone’s top priorities and roadmap for 2023

    In 2023, BlueStone’s vision is firmly centred on growth. As we navigate this year and beyond, our top priorities and roadmap are dedicated to further enhancing our brand’s presence and offering an unparalleled customer experience.

    Our foremost focus remains on growth across various facets of our business. This includes product expansion, where we continuously seek to diversify our offerings with innovative and captivating designs that cater to the ever-evolving preferences of our customers. We’re committed to providing a wider range of choices to ensure that every individual finds a piece of jewellery that resonates with their unique style and personality.

    As a technology-driven company in the jewellery industry, we are relentless in our pursuit of advanced solutions that will elevate the customer experience to new heights. This tech-focused approach encompasses various aspects, from enhancing the ease of online shopping to providing innovative in-store experiences that redefine how customers interact with our products. In summary, BlueStone’s vision for 2023 revolves around robust growth and continuous innovation.

  • Alia Bhatt tries BlueStone at home in new TVC

    MUMBAI: BlueStone.com has launched a campaign to promote its unique ‘Try At Home’ experience with its first and newly appointed brand ambassador, Alia Bhatt. The campaign, spread across multiple media, elucidates the brand’s proposition with a touch of enticement from Bollywood’s next generation superstar.

    As part of the new campaign, the online jewellery brand has launched a TVC, featuring the young and vivacious actress, who exemplifies the spirit of picking the finest in jewellery. The 40 second Ad film portrays her as a fervent shopper who enjoys every moment of the unique ‘Try At Home’ experience offered to her by the jewellery brand before making her purchase. Key aspects that grab the viewer’s attention include the element of convenience and a choice of the trendiest designs in contemporary fine jewellery offered by the brand.

    Apart from being present across all leading television channels, the campaign will be visible in Print, Digital and Social Media outlets with OOH presence in select cities.

    Narrative: The film opens with Alia in a plush room with a vanity mirror and a BlueStone.com jewellery box that is the center of her admiration. She picks a pair of earrings and tries them on, while taking a sophisticated glance in the mirror and pulls her hair up to make herself look elegant with a queen like dignity in her manner. She goes on to try more earrings, a necklace, perhaps a bracelet and adorns different personalities in the mirror with each try. All along, a gentleman from BlueStone.com waits patiently outside her door, he is the brand’s ‘Try At Home’ executive. An assistant reminds Alia about the gentleman and she returns to him only to be fascinated by another selection of jewellery that catches her attention. She takes off once more unhurried and dignified to her room to try the new collection as the executive settles back in his chair.

    The TVC has been conceptualized and executed by Contract Advertising in association with Dharma 2.0 and the music has been directed by Abhishek Arora.

    BlueStone.com founder and CEO Gaurav Singh Kushwaha said, “Our ‘Try At Home’ service has helped us connect with our customers at a personal level, raising the bar on the overall jewellery shopping experience. Over 20% of our consumers shop from us by trying on the jewellery at the comfort of their homes and we intend to boost this unique service further. Alia’s role as a vivacious and style conscious shopper, perfectly complements the profile of our young and dynamic consumers, who will identify with her experience.”

    Contract Advertising national creative director Ashish Chakravarty said, “When we were told about BlueStone’s try at home service the ladies at the agency wasted no time in requesting for a trial. There was a conference room full of girls and jewellery, all in the name of research of course. Their delight and excitement at the gold coming over is what led us to this fun space of Alia goofing around with jewellery in complete privacy. Something one can’t do in a showroom under the glare of sales people and spotlights. The styling, Alia’s effortless charm and of course the awareness of the service via this spot will have a lot of fine jewellery home delivered and tried on in the near future, we feel sure.”

    Dharma 2.0 director Shakun Batra said “While every other brand wants to focus only on beauty, they were most keen on the story and fun quotient of the ad.” Dharma 2.0 producer Punit Malhotra said “It was a fun campaign. I think it’s this energy that translates to the film as well.”

  • Havas Media ties up with Kerala-based IMC Advertising

    MUMBAI: Havas Media Group, India, has entered into a strategic partnership with IMC Advertising, a Kerala-based advertising agency to strengthen its footprint in the southern market of India.

    Established in 2002, IMC Advertising Pvt Ltd is based in one of the largest commercial city, Kozhikode (Calicut). The agency is led by A.V Bhanuprakash, Managing Director, Ummer Kutty C.T.P, Executive Director and Chairman M.P Ahammed. IMC’s current client base comprises Malabar Gold & Diamonds, Malabar Developers, Eham Digital, Malabar Watches, Neerayi Food Court, Cosmos Sports & more, posing a strong regional foothold.

    This strategic & business alliance will enable both agencies to maximize their clientele by bringing together synergies of philosophy and service offerings in the southern region. As part of the deal, Havas Media Group will be handling the integrated media mandate of Malabar Gold & Diamonds (an estimated business of Rs 500 million), and further consolidating its presence in the south which currently comprises of brands like Quikr, BlueStone, Swiggy, Strides Shasun, HolidayIQ, Moneyview, Darshan International & Embassy Group among others.

    M. P. Ahammed commented, “IMC Advertising’s strong regional presence in collaboration with Havas’ integrated media strengths and extensive global network will further strengthen our capabilities, equip us to look beyond our current frontiers and make us an even more valued partner in India and beyond. This strategic alliance will also pave the path for the brand transformation we are undergoing at Malabar Gold & Diamond.”

    Havas Media CEO – India and South Asia Anita Nayyar said, “Kozhikode is a thriving business hub and there is immense growth potential in the south. Partnering with IMC Advertising is a strong strategic move to enhance & create a broader service offering in this region.”

    “IMC Advertising will give us the access to knowledge & understanding of the local market which will further bolster our operations in the south,” added Mohit Joshi, Managing Director, Havas Media Group, India.