BlueStone shuns over-the-top imagery to create relevance for watch jewellery

BlueStone, which has revolutionised the jewellery space by creating an endless aisle online with experiential stores offline, has been delivering a seamless omnichannel journey for cosmopolitan couples. The brand believes that fine watch jewellery exists at the intersection of technology and fitness, and is a ubiquitous part of contemporary lifestyles. Through their new film for BlueStone, they have highlighted the small moments in a relationship that shines more than any grand romantic grand gestures.

In an exclusive chat with Adgully for their column Marketing Minds, Harshna Pasari, Head of Marketing, BlueStone, speaks about their revolutionary products, where through cutting edge technology they have launched some interesting products this year, growth of the watch jewellery category, and more.

How big is the watch jewellery category? Who is typically the target audience for this product?

Most of our TG - young, cosmopolitan couples within the age group 25 to 45, are digital natives who live seamlessly with technology like smartphones, smartwatches, and even smart homes. So, it's no surprise that the smartwatch segment in India has grown 347% this year (Q2 2022), with the country becoming the second globally in terms of smartwatch consumption. Earlier, watches worn by women were jewellery-like, but now their wrists have been taken over by smartwatches. So, why not adorn it with jewellery?

While previous generations made their style statements with heavy jewellery and clothes only on select occasions like weddings or festivities, our generation has several personal and professional opportunities to do so daily and we at BlueStone want to give them enough and more choices with our unique designs. Categories like watch jewellery allow younger audiences to flaunt subtle yet simple pieces that serve the purpose of making a statement while suiting versatile occasions.

What's your objective of this TVC campaign, 'Love is in the Little Things?' Where did you draw the insight from?

The idea was to break away from the clutter of festive messaging that takes over the months of September and October. Increasingly, we see jewellery moving beyond being just a weight-and-material-marker to being a marker of individuality and style among millennials and those younger - thus taking these precious pieces beyond just their investment value. Today's buyers seek jewellery with a sense of modern wearability, not only pieces that stay in the locker.

What was your brief to your creative partner, and how did they develop the idea?

At BlueStone, we were confident in turning the spotlight on watch jewellery. We wanted to marry the brand emotion of romance between couples, with the category. We also wanted to build relevance with the target audience, so telling a story they would relate to was critical. Lastly, the brief was to avoid the over-the-top imagery of traditional jewellery brands. Our creative partner, Manja, immediately understood the brief and created a concept with which we all fell in love. Their approach to the film and the category was very fresh, which led to the organic adaptation of 'Love Is In The Little Things' to various other channels.

What is your expectation set from this campaign? How do you plan to measure the efficacy of the campaign?

Our expectation is to showcase the innovation at BlueStone - one that enables our audience to build a connection with the brand's language of romance and expertise in design. We're measuring the campaign's efficacy via a battery of brand and conversion metrics across the funnel, as well as across channels.

How do you plan to leverage the film and engage with your audience? Any structured media activity planned to reach your audiences?

Primarily, this film serves as a window to the brand's design prowess and innovation in the featured category - watch jewellery. Romance, our brand's key emotion, punctuates the key messaging - allowing viewers to engage with the simple yet relatable message of the film. While our strength lies in digital, we're also leveraging ATL to capture audiences at the top of the funnel and build brand salience. We're disseminating this campaign with a 360-degree approach across channels like television, in-cinema, print, outdoor, social media, and other digital platforms.