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BlueStone unveils new campaign for its ‘Big Gold Upgrade’ scheme to exchange old gold for a higher caratage value



Campaign focuses on putting stylish jewellery designs into people’s wardrobes while allowing them to retain the emotional and investment value of their old gold

Omnichannel fine jewellery brand BlueStone has launched an advertising campaign for its initiative, the Big Gold Upgrade. The campaign reflects the emotional significance of old gold and how BlueStone offers gold of higher caratage in exchange for it.

With the ‘Big Gold Upgrade’, BlueStone aims to provide customers with the best possible value for their old gold while also allowing them to upgrade to new jewellery pieces, enabling the concept of moving from locker jewellery to wardrobe jewellery. Customers can now exchange their old gold at any BlueStone store for a higher caratage value – 18-karat old gold gets upgraded to 22-karat value, and 22-karat to 24-karat value, which are among the key highlights of this initiative.

The campaign features cherished jewels being discovered in lockers and worn-out trunks. The old gold is then exchanged for a higher value at BlueStone, giving a fresh lease to old investments and allows people to relive their cherished moments. The voice-over captures the essence of the campaign, stating that BlueStone is not just adding value to the jewellery but also more love to the old pieces, ‘illuminating them with a renewed glow’.

Speaking on the launch, Harshna Pasari, Head of Marketing, BlueStone, said, “The Big Gold Upgrade campaign is a shining example of our unwavering commitment to the ever-evolving needs of a cosmopolitan audience and to putting stylish jewellery designs into their wardrobes while also retaining the emotional and investment value of their old gold.”

“Exchanging old jewellery is not a new concept. It’s very common to see folks walking in with their gold wrapped in velvet/felt bags into stores to get them exchanged for something new. The thing is, gold isn’t like washing machines or televisions that it deserves a mere exchange. It deserves more. An upgrade. And that’s what BlueStone is offering. We were thrilled to partner with BlueStone in bringing this campaign to life,” said Arvind Krishnan and Prajato Guha, Founders at Manja, the creative agency that led the conceptualisation of the campaign.

With the ‘Big Gold Upgrade’ campaign, BlueStone is shifting perspective for generations by upgrading their jewellery collection with newer designs without compromising on the value of the pieces. The 360-degree campaign will be featured across print, in-cinemas, OOH, digital media, and retail. It can be availed across any of their 150+ retail touchpoints nationwide.

BlueStone, founded in Bangalore in 2011, is one of India’s digital-first fine jewellery brands. It represents the culmination of a rapidly-evolving consumer preference to shop online and the legacy jewellery industry’s low digital adoption, and identifies with modernity and digitisation. The brand’s proprietary tech stack enables consumers to customise their purchases from design to delivery. It has more than 150 retail stores nationwide.

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