Ad Campaigns
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.”
Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
