MUMBAI: Online jewellery portal Bluestone.com has entrusted its creative duties on Happy Creative Services that is launching the brand‘s first ad campaign tomorrow.

The agency had won the creative account of Blustone.com following a multi-agency pitch that took place in December.

Bluestone founder Gaurav Singh Khushwaha said, "We chose Happy for a variety of strategic reasons. Their fresh perspective on the category was in sync with our thought process and business model. Add to this, Happy‘s proven expertise in successfully launching and managing e-commerce brands and their creative reputation were a bonus."

The campaign challenges the convention that jewellery is only purchased for special occasions. Armed with a new identity from the Happy design cell, the brand launches with a TVC that will be supported by digital communication.

"We‘re quite excited to be partnering with Bluestone to launch their brand. At Happy we have found success in working with startups and entrepreneurs. We are glad that Gaurav and his team placed their trust in us. We are all the more excited with their launch strategy and commercial that questions the behavioral and buying patterns of jewelry buyers," Happy Creative Services CEO Kartik Iyer said.

The launch campaign, led by a TV commercial will be supported by communication in digital and social media channels.

The concept of the film primarily throws light upon the fact that traditionally we have all attached indulgence in the things we enjoy only to special occasions.

The film is set in the most intimate and personal space of a couple. While the wife is busy looking up the options of jewelry she should pick for herself, the husband cozies up to get her attention. When he notices she is shopping for jewelry online is quizzes her on ‘what‘s the occasion‘ - not to impressed with his question she remarks that she is only buying something new to get his attention. When the husband cozies up further to get her to pay him some attention instead, she stops to ask him - ‘What‘s the occasion?‘. Any married couple will associate with the situation and the subtle humor associated with it, the agency said.