MAM
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.
Brands
Apple bites back: the $599 MacBook Neo is the cheapest Mac ever made
The tech giant unveils a budget laptop that packs a punch — and a lot of cheek
CALIFORNIA: Apple has never been shy about charging a premium. So when Cupertino rolls out a MacBook at $599 (approx. Rs 55,000) , it’s worth sitting up straight.
The MacBook Neo, unveiled Tuesday, is Apple’s most affordable laptop to date — undercutting its own MacBook Air and taking a sharp swipe at the budget PC market in one fell swoop. It starts at $499 for students, which, for a machine with Apple silicon inside, is frankly a steal.
At the heart of the Neo is the A18 Pro chip — the same muscle that powers the latest iPhones. Apple claims it is up to 50 per cent faster for everyday tasks than a rival PC running Intel’s Core Ultra 5, and three times quicker on on-device AI workloads. Fanless and featherweight at 2.7 pounds, it runs silently and promises up to 16 hours of battery life. Try doing that on a Chromebook.
The 13-inch liquid retina display clocks in at 2408-by-1506 resolution with 500 nits of brightness and support for billion colours — sharper and brighter, Apple says, than most rivals in this price band. It comes dressed in four colours: blush, indigo, silver, and a zesty new citrus, with matching keyboard shades to boot.
Connectivity is modest — two USB-C ports, a headphone jack, Wi-Fi 6E, and Bluetooth 6 — but this is a budget machine, not a pro workstation. The 1080p FaceTime camera, dual mics with directional beamforming, and Spatial Audio speakers round out a package that punches well above its weight class.
Apple senior vice-president of hardware engineering John Ternus alled it “a laptop only Apple could create.” That’s the kind of line that makes rivals wince — because, annoyingly, he might be right.
The Neo runs macOS Tahoe, with Apple Intelligence baked in for AI writing tools, live translation, and the sort of on-device smarts that keep user data away from the cloud. It also boasts 60 per cent recycled content — the highest of any Apple product — for those who like their bargains with a side of conscience.
For $599, Apple isn’t just selling a laptop. It’s selling an argument — that good design and real performance needn’t cost the earth. The PC industry had better have a decent comeback ready.
