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BlueStone.com launches ad campaign with Alia Bhatt to promote ‘Try At Home’
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.
By: Diamond World News Service
Aug 3 2017 5:11PM
Reference: 15442  


BlueStone.com today launched a campaign to promote its unique ‘Try At Home’ experience with its first and newly appointed brand ambassador, Alia Bhatt. The 360 degree 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.


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.

Speaking on the campaign launch, Gaurav Singh Kushwaha, Founder and CEO, BlueStone.com 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 per cent 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.”

Ashish Chakravarty- National Creative Director, Contract Advertising, 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.”

Shakun Batra, Director, Dharma 2.0, said “BlueStone is one of the rare jewellery brands that's not afraid to keep it casual. While every other brand wants to focus only on beauty, they were most keen on the story and fun quotient of the ad. Working with the entire team at Contract was a pleasure and shooting with Alia and Dharma 2.0 made it feel like a fun family project.”

Punit Malhotra, Producer, Dharma 2.0, said “BlueStone.com is one of the most fun campaigns we have done. It's a lot of young minds coming together and working creatively... everybody working hard and at the same time having a blast. I think it's this energy that translates to the film as well. And hence we have the product we have. Alia is just superb to work with. She brings in a lot of spunk to the film. Add that to a great agency and a super client like BlueStone.com and we have a winner.”

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.

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