The film has already been certified as a box office success, and its audience base is expected to contribute to increased visibility for BlueStone, particularly among new consumer segments
Bengaluru: Omnichannel jewellery retailer BlueStone is leveraging its association with the recently released hit horror-comedy film ‘Bhooth Bangla’, starring actors Akshay Kumar and Wamiqa Gabbi, to expand its reach and visibility. The brand’s aim is to engage audiences through a cast and a story they connect with easily, thus gaining trust in a category where purchase decisions are closely linked to credibility.
The association is built around content integrations with the film’s cast, which are being used across BlueStone’s digital platforms. These content bytes form the core of the campaign, allowing the brand to tap into the film’s reach and connect, with familiar faces and narratives appealing to audiences. The approach reflects the brand’s strategy of embedding jewellery within cultural content rather than relying solely on traditional advertising.
Mikhil Raj, Chief Product Officer, BlueStone, said, “Jewellery is an intimate, trust-led purchase, and ‘Bhooth Bangla’ gave us the opportunity to associate BlueStone with a cast and a story that audiences connect with, reinforcing the trust we have built across our store network.”
BlueStone has been using such initiatives to extend its reach beyond its physical retail footprint. ‘Bhooth Bangla’ has already been certified as a box office success, and its audience base is expected to contribute to increased visibility for BlueStone, particularly among new consumer segments. The company is positioning this association as a top-of-funnel strategy aimed at building awareness and purchase consideration.
“Film associations act as an emotional lever. They do not replace performance or retail channels, but they strengthen them by building cultural relevance around the brand,” observed Raj, highlighting the role of contentin supporting broader marketing efforts.
The collaboration also comes at a time when the company is focusing on ticket size growth, with its average order value seeing a year-on-year increase. By aligning with a popular film property, BlueStone is looking to support this shift through wider brand recall and engagement.
From a retail strategy perspective, associations with films and entertainment properties are emerging as a route for jewellery brands to build visibility and acquire new customers. By aligning with properties that already have a huge audience base, brands can reduce the gap between discovery and purchase. These formats also allow access to defined audience segments, making communication more targeted. Over time, consistent presence in such narratives can support recall and influence purchase intent.
For BlueStone, the ‘Bhooth Bangla’ association reflects a move towards building cultural presence as part of its growth strategy. As competition within the jewellery segment increases, such initiatives are expected to play a role in strengthening brand positioning while supporting customer acquisition.
Established in 2011as a digital-first, direct-to-consumer jewellery brand, BlueStone is now an omni-channel retailer,operating 350+ stores across India.
Written by Achal Chaubey
Retail Jeweller India Exclusive
