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Tag: BlueStone

  • Choose your twinkle, says BlueStone

    Choose your twinkle, says BlueStone

    MUMBAI: India’s leading online destination for fine jewellery, BlueStone.com, today launched a new brand campaign ‘Choose Your Twinkle’. The campaign promotes the brand as the go-to jewellery destination for today’s women.

    The messaging of the new campaign will reach audiences through a 30-second TVC aired across leading channels apart from being promoted extensively on social and digital platforms. The narrative reverberates Bluestone’s USP of a wide choice of designs and modern appeal by presenting them through an interesting scenario of friendship portrayed by two young women. It is also indicative of the engaging online experience that appeals to the new age women.

    The story is set at an apartment where two friends are on a couch, visibly fuming at each other over a disagreement. One of them picks up a magazine and starts to flip pages vigorously while the other picks up her phone to browse through the BlueStone.com site. A couple of rings seem to have caught her eye but she can’t decide on one. Foregoing her tiff with her friend for a moment, the girl with the phone seeks her friend’s opinion on a piece of jewellery she has selected. Her friend succumbs to her friendly gesture and acknowledges her choice with the words “I love it…It is so you”. In an interesting turn, our protagonist exclaims “Haina, I don’t know why I ever doubt myself” and recedes to her side of the couch, while the friend realizes that she has been played. A voice then sums it up – More stories, more designs, more choices, – BlueStone – Choose your Twinkle.

    BlueStone is introducing over 250 new designs for the current festive season across categories and will also be launching new collections. The company is undertaking an aggressive approach towards marketing post the recent round of funding while strengthening its offerings and reach.

    BlueStone.com CMO Pushkar Jain, said, “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.”

    Contract Advertising national creative director Ashish Chakravarty, 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.”
     

  • Choose your twinkle, says BlueStone

    Choose your twinkle, says BlueStone

    MUMBAI: India’s leading online destination for fine jewellery, BlueStone.com, today launched a new brand campaign ‘Choose Your Twinkle’. The campaign promotes the brand as the go-to jewellery destination for today’s women.

    The messaging of the new campaign will reach audiences through a 30-second TVC aired across leading channels apart from being promoted extensively on social and digital platforms. The narrative reverberates Bluestone’s USP of a wide choice of designs and modern appeal by presenting them through an interesting scenario of friendship portrayed by two young women. It is also indicative of the engaging online experience that appeals to the new age women.

    The story is set at an apartment where two friends are on a couch, visibly fuming at each other over a disagreement. One of them picks up a magazine and starts to flip pages vigorously while the other picks up her phone to browse through the BlueStone.com site. A couple of rings seem to have caught her eye but she can’t decide on one. Foregoing her tiff with her friend for a moment, the girl with the phone seeks her friend’s opinion on a piece of jewellery she has selected. Her friend succumbs to her friendly gesture and acknowledges her choice with the words “I love it…It is so you”. In an interesting turn, our protagonist exclaims “Haina, I don’t know why I ever doubt myself” and recedes to her side of the couch, while the friend realizes that she has been played. A voice then sums it up – More stories, more designs, more choices, – BlueStone – Choose your Twinkle.

    BlueStone is introducing over 250 new designs for the current festive season across categories and will also be launching new collections. The company is undertaking an aggressive approach towards marketing post the recent round of funding while strengthening its offerings and reach.

    BlueStone.com CMO Pushkar Jain, said, “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.”

    Contract Advertising national creative director Ashish Chakravarty, 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.”
     

  • BlueStone appoints Arvind Singhal as chief operating officer

    BlueStone appoints Arvind Singhal as chief operating officer

    MUMBAI: BlueStone has appointed Arvind Singhal as chief operating officer (COO). In his new role, Singhal will be responsible for charting out the growth plans and lead the market on all fronts of brand development, customer acquisition and growing sales and profits. 

     

    “We are quite excited to have Arvind on board. Arvind brings in an expertise, which is quite diverse and he has taken up various portfolios ranging from marketing to overall P&L. He has worked across various industries. His understanding of consumer behaviour and market is one of the best in the industry, which is going to be a great asset for us. As we desire to grow at an accelerated pace, especially for next couple of years, his thought process will surely give strategic direction to individual functions. We are sure that with Arvind coming in, our journey towards attaining our vision will be much smoother,” said BlueStone founder and CEO Gaurav Singh. 

     

    With over 16 years of experience in diverse industries in companies like Asian Paints, Marico Industries, Nokia, Reliance and McDonald’s India, Singhal last served TaxiForSure as CEO.

     

    Singhal added, “I am excited about the huge opportunity Bluestone has in the jewelry market in India, which is over $50 billion and poised to grow at a CAGR of 14 per cent plus. Bluestone brings to consumers a huge selection of contemporary design to choose from and delivered at their doorstep within 48-72 hours.”

  • Tata Group to be the ‘Alibaba’ of India?

    Tata Group to be the ‘Alibaba’ of India?

    MUMBAI: The multiple investments made by its chairman emeritus Ratan Tata in e-tail and the steep rise in the e-commerce industry seems to have inspired the Tata Group too, which is now reportedly planning a big entry into the e-commerce space with a marketplace-based model.

     

    The Economic Times reported that the site will be headed by its subsidiary Tata industries and that Tata is modeling its business on Tmall.com, which is the marketplace in the Alibaba Group.

     

    The new marketplace business, modelling on Alibaba’s Tmall.com, would allow third-party sellers on the platform. It would help generate revenues by charging a fee or commission from merchants, who will use the platform.

     

    The yet-to-be-named venture is likely to be rolled out in 2015, and will initially showcase Tata’s existing retail chain brands such as Westside, Croma and Star Bazaar. Tata is also planning to tie up with its partner Zara, which only sells online through its own sites.

     

    It will also allow other merchants to sell alongside Tata’s various units. The group has already reportedly begun enrolling vendors and hiring people, the report added.

     

    Tata already has a substantial presence in real-world retail, including joint ventures with Britain’s Tesco, Spain’s Zara and coffee chain Starbucks. Last month Ratan Tata, chairman emeritus of Tata Sons, bought a stake in Snapdeal and online jewellery retailer Bluestone.

     

    India’s e-commerce market has been booming in recent years with market leader Flipkart clocking a valuation of $7 billion in a July funding round when it raised $1 billion from a clutch of existing investors and a day later, Amazon announced plans to invest $2 billion in India.

     

    Also, India’s online retail business is expected to surge to between $19 billion and 38 billion, from about $2.3 billion in annual sales now. Enticed by the potential, other business houses like Reliance Industries and Aditya Birla Group have reportedly been hinting at forays into the e-commerce space but have not revealed any concrete plans so far.

  • Happy to roll out Bluestone.com’s launch campaign

    MUMBAI: Online jewellery portal Bluestone.com has entrusted its creative duties on Happy Creative Services that is launching the brand‘s first ad campaign tomorrow.

    The agency had won the creative account of Blustone.com following a multi-agency pitch that took place in December.

    Bluestone founder Gaurav Singh Khushwaha said, “We chose Happy for a variety of 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.”

    The campaign challenges the convention that jewellery is only purchased for special occasions. Armed with a new identity from the Happy design cell, the brand launches with a TVC that will be supported by digital communication.

    “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 jewelry buyers,” Happy Creative Services CEO Kartik Iyer said.

    The launch campaign, led by a TV commercial will be supported by communication in digital and social media channels.

    The concept of the film primarily throws light upon the fact that traditionally we have all attached indulgence in the things we enjoy only to special occasions.

    The film is set in the most intimate and personal space of a couple. While the wife is busy looking up the options of jewelry she should pick for herself, the husband cozies up to get her attention. When he notices she is shopping for jewelry online is quizzes her on ‘what‘s the occasion‘ – not to impressed with his question she remarks that she is only buying something new to get his attention. When the husband cozies up further to get her to pay him some attention instead, she stops to ask him – ‘What‘s the occasion?‘. Any married couple will associate with the situation and the subtle humor associated with it, the agency said.

  • MEC bags media mandate of Bluestone.com

    MUMBAI: Online store for jewellery and accessories, Bluestone.com has awarded its media duties to MEC India.

    MEC will service the account from its Bangalore office. MEC India MD T Gangadhar said, “There is no better way to begin 2013 than this. We are excited about partnering BlueStone on their ambitious vision – a vision that could completely transform the jewellery retail landscape in India”.

    Founded by Gaurav Singh Kushwaha, BlueStone.com is funded by blue-chip investors, Accel Partners.

    Kushwaha said, “We are excited about taking BlueStone across a much wider canvas and are delighted to partner with MEC in this regard. MEC’s sound understanding of the digital space and their track record on e-commerce brands made our choice of agency easy. We look forward to a mutually rewarding partnership”.