Ratan Tata backed online jewellery e-tailer BlueStone is looking to make online jewellery shopping an addictive thing for couples. In its latest campaign, the brand has chosen to target young, urban couples with its social media oriented promotion – #AaoBrowseKarein. And it’s surely got to do with the recent funding round of Rs 100 crore that it plans to invest into growth.
The brand has launched a rather smart TVC that makes you curious to know what the female protagonist is pleading her male partner to do. BlueStone tells viewers to discover the romance in browsing in the new ad film. Conceptualized by Ralph and Das, the 30-second spot features VJ Yudhisthir and actor Ira Dubey as a young couple; the same duo that were cast in its TVC in 2014. Only this time the roles have been reversed.
While Ira is browsing on her mobile, Yudi is seen seated at the adjacent couch reading a magazine. A moment later, she gestures to him, in what comes across as a signal known to him, and to which he brushes her off shyly. She tries to convince him with a flying kiss too. A background score ‘Bahon mein chale aao’ is playing all the while.
What follows then is a stubborn chase by Ira all around their home, until he gives in to her demands. In the next moment, you realise what is it that Ira was playfully gesturing him to do, when she says ‘Aao browse kare’ – browse some jewellery on BlueStone!
Another 20-second film highlights the 30-day return policy by the brand. The duo are at the poolside enjoying a lazy day reading and browsing, when Yudi realises that Ira has been using his finger to make purchases on BlueStone. When he objects, she justifies her addiction by telling him about the 30-day return policy.
Taking the #AaoBrowseKarein promotions online, the brand launched a week-long contest on Twitter. Participants needed to follow and RT the tweets too, apart from sharing creative responses. Questions were based on jewellery browsing – why is it such an addiction, how to convince your partner to browse with you, what are your excuses for brwsing, etc.
— Bluestone.com (@bluestone_com) August 3, 2015
— Bluestone.com (@bluestone_com) August 4, 2015
— Bluestone.com (@bluestone_com) August 6, 2015
— Bluestone.com (@bluestone_com) August 7, 2015
Shifting consumer behaviour
BlueStone is now in the phase of changing consumer behaviour when it comes to online jewellery buying in India. With more consumers getting comfortable with the concept of buying their jewellery online, BlueStone has only grown every year. And it hopes to continue its growth journey with this new campaign.
#AaoBrowseKarein has been well thought through to make jewellery browsing as the most romantic thing ever. And even addictive for women. Playing on the intimate innuendo in its ad films, the brand has ensured higher brand recall, while the hashtag reminds one to ‘browse’ rather than brave the traffic when on jewellery shopping mode.
It also reminds us of Flipkart’s massive marketing campaign #DoThumbThing where the ecommerce major sought to make mobile shopping cool.