BlueStone’s latest campaign, #ThreesToOne, has hit two birds with one stone, merging the distinct themes of relationship third wheels with sibling dynamics. The campaign shines a spotlight on the often-overlooked third wheels in relationships. These are the people who, despite being seen as the ‘extra’ or ‘intruder’, bring joy and completeness to relationships.
Through five 20-second videos released over four days, BlueStone explored the quirky and sometimes awkward dynamics of being a third wheel. These witty short films, titled Plus One Problems, Who is Third Wheeling?, and 3 Hands at the Wheel, amassed views in lakhs on YouTube and Instagram, but initially came across as having no connection to the brand.
However, the sixth video, released on Raksha Bandhan, tied everything together. This final film showcased how two unlikely friends evolved into a family. It’s a journey from being the ‘third’ in the relationship to becoming an integral part of it.
The films follow the lives of a young married couple and the husband’s best friend, who is the third wheel in their marriage. With each video, viewers are treated to a mix of humour and warmth as the love-hate relationship between the wife and the best friend transforms into a bond that mirrors a sibling relationship.
The campaign is subtle yet powerful, with a build-up that is unpredictable and heartwarming—it ends with the wife tying a rakhi on the best friend’s wrist and him gifting her BlueStone earrings.
And, jewels are a favourite for every sister, especially on Rakhi.
Even if someone misses the main 40-second commercial that explicitly ties the campaign to Raksha Bandhan, the 20-second films stand on their own as witty and entertaining.
The beauty of this campaign lies in its universal appeal—it’s a hit whether or not you catch the Rakhi connection. BlueStone, along with the creative agency Manja, has struck gold with their recent outing.
A competitive market
In the fiercely competitive jewellery market, brands are constantly vying for attention. Whether it’s platinum-level giants like Tanishq, emerging direct-to-consumer brands like CaratLane and BlueStone, or established names like Malabar Gold & Diamonds and Senco Gold & Diamonds, every brand needs to create memorable ads that resonate with consumers. These ads must be compelling enough to drive consumers to make a significant, often sentimental purchase.
Take, for example, Bhima Jewellery’s 2021 campaign, Pure as Love, which has a recall value. The campaign told the story of a trans woman. From her journey of transitioning to her wedding day, she receives jewellery at various stages of life. The campaign was beautifully shot, capturing raw emotion and the significance of jewellery in marking life’s most precious moments.
On the other hand, some brands manage to create impactful campaigns without even shooting a commercial. CaratLane did just that when influencer Nancy Tyagi graced the Cannes 2024 red carpet in a blush pink gown paired with CaratLane jewels.
Her debut at Cannes was also the moment CaratLane announced her as their new brand ambassador. It was a marketing masterstroke, with Tyagi’s name becoming synonymous with CaratLane.
The brand shared multiple videos of Tyagi flaunting her outfit and jewels, captioned: “Witness Nancy Tyagi’s monumental fashion moment at the 77th Cannes Film Festival! Wearing her own creation paired with CaratLane jewelry, she shines as a debutant. We’re brimming with pride to play a role in her journey, allowing her to express herself through CaratLane jewelry.”
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Pushing the envelope doesn’t always help
However, not all campaigns hit the mark. Sometimes, brands face backlash when they try to push the envelope. Tanishq, for instance, found itself in hot water over an advertisement featuring an interfaith couple.
The ad sparked a social media uproar, with accusations of promoting ‘love jihad’. Tanishq quickly pulled it down and issued a statement explaining that the campaign was meant to celebrate diversity. They further said that the decision to pull down the ad was made with the well-being of their employees and partners in mind.
Similarly, in 2015, Aishwarya Rai Bachchan and Kalyan Jewellers faced criticism after an ad featured her reclining under a parasol held by a ‘dark-skinned slave boy’. Activists condemned the ad as racist, leading Kalyan Jewellers to apologise and withdraw the creative.
BlueStone’s campaign is neither overly sentimental nor controversial. It’s a relatable narrative that resonates with anyone in a relationship or marriage.
Brand: BlueStone
Agency: Manja
(Edited by Prasanna Bachchhav)