Fresh take on jewellery and gifting - Bluestone.com's new TVC!

Online jeweller Bluestone.com has announced the launch of its new TVC starring VJ-turned- anchor Yudhisthir and actress Ira Dubey. The TVC explores the modern day relationships and how couples steal time for each other. Celebrating love and reinforcing the fact that there is no special occasion to buy jewellery; the new ad makes a dramatic departure from the way jewellery brands typically communicate in India.

The latest ad from BlueStone provides a refreshing peek into changing dynamics of the modern day relationships. The campaign aims to break free of the perception that jewellery can be bought only on special occasions like marriages or festivals and reinforces the fact that young couples today are willing to create more occasions that they choose to celebrate by buying jewellery. While buying jewellery used to be typically a woman’s domain, with the ease of online shopping and a variety of options offered by BlueStone.com, now men can joyously participate in the act of choosing and buying, so that the very act of buying jewellery can be a romantic moment in the relationship.

Speaking about the campaign, Gaurav Singh Kushwaha, CEO, Founder, BlueStone.com says, “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”.

The TVC has been directed by Anil Thomas, the award-winning NCD of McCann Erickson.While Anil has been behind many of India’s most memorable ad campaigns in recent years, one of his passions has been to direct his own ad film. Sharing his experience of shooting this campaign for BlueStone.com, Anil says,”When Gaurav and the marketing team briefed me I was very excited. They wanted to portray real and spontaneous relationships. Hopeful and optimistic. After I wrote the script they said 'Why don't you direct the film" and that was the icing on the cake"