The film is set in the most intimate and personal space of a couple. While the wife is busy looking up the options of jewellery she should pick for herself, the husband cozies up to get her attention. When he notices she is shopping for jewellery online, he quizzes her on 'what's the occasion' – not so 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?’. The commercial will make any married couple associate with the situation and the subtle humor associated with it.
Speaking about the TVC, Mr. Gaurav Singh Khushwaha, Founder, Bluestone.com said, “We chose Happy creative agency for a variety of a strategic reasons.Their fresh perspective on the category was in sync with our thought process & business model. Adding to this, Happy’s proven expertise in successfully launching & managing e-commerce brands and their creative reputation were a bonus. We are sure that through this TVC we will make the right positioning in the minds of our target audience and will change the conventional belief that Jewellery is just purchased for festivals, marriages or for those special occasions. We want to give the message to our target audience that Jewellery is women’s best ornament which needs no occasion or festival. It can be purchased anytime, anywhere to enhance the beauty of a woman.”
Mr. Kartik Iyer, CEO, Happy Creative agency said, “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 jewellery buyers”.
The launch of the campaign will be supported by robust marketing campaign and will be leveraged through digital and social media platform.