BlueStone’s new campaign signifies the role of the ‘Third Wheel’ through multi-part ad clips 

The brand has crafted a campaign that resonates universally, appealing to a broad audience whether or not they connect with the Rakhi element

Mumbai: BlueStone’s latest advertising campaign, #ThreesToOne, carefully blends the themes of third wheels in relationships with sibling dynamics, proving to be a hit across various platforms. 

Initially, the campaign’s first five videos appeared humorous but disconnected from the brand’s identity. These 20-second clips, including titles such as Plus One Problems, Who is Third Wheeling?, and 3 Hands at the Wheel, delved into the often-overlooked role of the third wheel. Despite their popularity, the videos seemed to steer away clear brand association. 

The sixth and final installment of the campaign, however, unified the series on Raksha Bandhan, a festival celebrating sibling bonds. This concluding video depicted a journey where a best friend, initially seen as an outsider in a young couple’s relationship, evolves into a cherished family member. The emotional crescendo features the wife tying a rakhi on the best friend’s wrist, and he reciprocates by gifting her BlueStone earrings, highlighting the brand’s connection to the occasion. 

The series, blending humor with heartfelt moments, depicts the transformation of the third wheel into a family figure, capturing both warmth and wit. Even if viewers miss the Raksha Bandhan tie-in, the individual films stand strong on their own as entertaining and engaging content. 

BlueStone, in collaboration with the creative agency Manja, has crafted a campaign that resonates universally, appealing to a broad audience whether or not they connect with the Rakhi element. This approach has positioned BlueStone favorably in the competitive jewellery market. 

In a sector where brands like Tanishq, CaratLane, Malabar Gold & Diamonds, and Senco Gold & Diamonds vie for consumer attention, creating memorable and impactful ads is crucial. For instance, Bhima Jewellery’s 2021 campaign, Pure as Love, highlighted a trans woman’s journey with emotional depth, marking significant life moments with their jewellery. 

CaratLane also made headlines without a traditional ad by featuring influencer Nancy Tyagi at Cannes 2024, effectively tying her personal style to their brand. This strategy garnered substantial attention and established Tyagi as a new brand ambassador. 

However, not all campaigns are met with praise. Tanishq’s ad featuring an interfaith couple faced backlash, leading to its swift removal and an apology. Similarly, Kalyan Jewellers faced criticism in 2015 for a racially insensitive ad featuring Aishwarya Rai Bachchan. 

BlueStone’s #ThreesToOne campaign avoids controversy, opting instead for a relatable and engaging narrative that resonates with many, making it a standout in the crowded jewellery market. 

Retail Jeweller India News