BlueStone launches first ever 'watch jewellery' campaign
BlueStone has launched its first ever ‘watch jewellery’ campaign to highlight its new product line. The omni-channel fine jewellery brand conceptualised the campaign to focus on a “clutter-breaking category” this festive season as shoppers look for lightweight, everyday jewellery. The campaign will be disseminated across television, OTT, print, in-cinema, social media, and other digital platforms, the brand announced in a press release on September 27.
“Predominantly, the romance we see depicted is one of over-the-top fairy tales,” said BlueStone’s head of marketing Harshna Pasari in a press release. “But real relationships are built on small, intimate moments rather than grand gestures. That's what we want to capture in our messaging… Today, the consumer demands jewellery for everyday wear - for the wardrobe, not the locker - and BlueStone is here to satiate their desires.”
BlueStone’s watch jewellery is designed to sit at the intersection of technology and fitness and customise smartwatches, which can look similar to each other. The line features delicate chains with hanging charms and is designed as a unique gifting option with prices rangimg from Rs 4,500 to Rs 110,000.
To conceptualise and bring the campaign to life, BlueStone worked with creative agency Manja. “The product is so fresh; it made us want to place it in an equally fresh human context,” said Manja founders Arvind Krishnan and Prajato Guha. “‘Love Is In The Little Things’ was born from that. The film, print ads and all other assets bring this to life in their own, unique way. The narrative feels fresh, yet remains rooted in truth.”
BlueStone launched in Bengaluru in 2011 and has since pursued omni-channel expansion. The business retails from over 100 brick-and-mortar stores across India as well as its e-commerce store and shopping app.
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