New Delhi: Omnichannel jewellery brand BlueStone has collaborated with the upcoming comedy-horror film Bhoot Bangla, starring Akshay Kumar. While details of the partnership remain undisclosed, the brand shared an engaging video on its Instagram page, building curiosity around the film ahead of its release while highlighting its jewellery design.
The video plays on the film’s suspense-driven theme, suggesting that while audiences may have to wait for the mystery to unfold on screen, they need not wait to explore Blue Stone’s jewellery offerings. It positions the brand’s range—from wedding collections to everyday wear—alongside its promise of 100% certification.
Using a playful narrative, the video conveys that instead of fearing ghosts, one should avoid “boring jewellery,” subtly directing viewers towards its diverse designs. While the collaboration appears to be a light, promotional integration, it effectively reinforces the brand’s voice and connects with its audience through topical storytelling.
Based in Bengaluru, BlueStone is known for its creative brand associations. Its collaboration with Bhoot Bangla, directed by Priyadarshan, forms part of its ongoing marketing approach.
Established in 2011, BlueStone is a digital-first, direct-to-consumer (DTC) jewellery brand focused on delivering a seamless omnichannel experience. Over the years, it has expanded its physical retail presence across key markets, including New Delhi, strengthening its position as one of India’s leading omni-channel jewellery brands.
