BlueStone doubles down on 'Love Is In The Little Things' for Valentine’s Day

BlueStone, one of India's largest omnichannel fine jewellery brands, relaunched of their TVC campaign, 'Love is in the Little Things', in the lead up to Valentine’s Day. Spotlighting their innovative range of exquisite watch jewellery, the TVC breaks through the clutter of over-the-top fairy-tale love stories to highlight the small moments that make a relationship shine.

Talking about the decision to continue with the Manja-conceptualised film for Valentine's Day, Harshna Pasari, Head of Marketing at BlueStone, said, "Much like watch jewellery, romance in BlueStone's universe is all about the little things. It's about actions that may be small in magnitude but profound in meaning. It was imperative for us to continue telling this story, especially on a day when couples feel pressured into grandiose statements of love. Today's consumers are moving away from over-the-top moments and mementoes to the little things when it comes to love and jewellery. At BlueStone, we want to match our consumers step-to-step and satiate their needs with intuitive thinking and excellent design."

First launched during Diwali, the brand film and watch jewellery have been met with a phenomenal response. The category has seen an explosive 50X rise in consumers since January 2022 and a 930% lift in watch-related search volumes since the start of the campaign, reinforcing the product-market fit within contemporary lifestyles that centre on technology and style. The campaign has also resulted in a nearly 20% growth in brand awareness and a 33% boost in consideration.

Since October 2022, BlueStone has expanded its range of watch jewellery by one-third. The designs are available in three variants - pins, bands, and charms - allowing anyone with a smartwatch to subtly express their styles across a price range of â‚¹4000 to over â‚¹120000. The unique offering also makes for an ideal gifting option across occasions.