Contract Advertising wins Aviva Life Insurance and BlueStone.com accounts

The agency will handle the creative duties for both accounts.

Contract Advertising, a full-service integrated and independent communications agency, and which is a part of the WPP Group, has been awarded the creative mandates for Aviva Life Insurance, a life insurance company under Aviva India, and BlueStone.com, a leading online destination for fine jewellery. Both accounts have been won following a multi-agency pitch.

The agency will build and develop communication messages through new propositions and initiatives for Aviva Life Insurance over the next two years. It will also leverage BlueStone.com's current position as the country's largest and trusted destination for buying jewellery online, through a series of marketing campaigns aimed at its target group including a bigger number of offline buyers.

BlueStone.com is currently working on a new brand campaign in partnership with Contract Advertising. The campaign is targetted at the forthcoming festive season which happens to be a key jewellery buying occasion across India. It will focus on educating customers about the ease and benefits of online jewellery shopping. It will also showcase the range of design offerings available on BlueStone.com to customers, says the company in a press release.

Sharing his thoughts on awarding the BlueStone.com account to Contract Advertising, Pushkar Jain, chief marketing officer, BlueStone.com, says, "With consumer tastes evolving rapidly from traditional to trendy designs, and from investment to luxury consumption, we believe that BlueStone.com is perfectly poised to become one of the largest jewellery brands in the country. With Contract on board, our aim is to drive rapid scale-up and become the most loved jewellery brand for contemporary women."

As for winning the Aviva Life Insurance account, Anjali Malhotra, chief customer, marketing, and digital officer, Aviva India, says, "We are delighted to have Contract Advertising as our new creative partner to help us build our ambitious journey in India. We are keen to be seen as thought leaders in a category that is otherwise cluttered and largely non-differentiated. In Contract, we have found like-mindedness and an ability to make a difference, which matches Aviva India's vision to create an impactful customer connect."

Sharing his thoughts on the Aviva Life Insurance win, Rana Barua, chief executive officer, Contract Advertising, says, "We are really excited on winning Aviva and look forward to partner it and create unique ideas and communication that is relevant to the category and thus more impactful. What is also heartening is our understanding of the creative during the pitch process, which was totally aligned with the vision of the entire brand and corporate team. We look forward to a long and enriching relationship with Aviva."

Commenting on the BlueStone.com account win, Barua says, "It is a pleasure to win a business like BlueStone.com. We see exciting times ahead at BlueStone.com and are thus extremely happy to be chosen as the creative agency. I am confident that we will make a positive impact and look forward to some interesting work."

Speaking on the partnership with Aviva Life Insurance, Ashish Chakravarty, national creative director, Contract Advertising, shares, "A regulatory controlled category is plagued with sameness of product offering and consumer conversations. Thus, the role of brand communication becomes critical. We found Aviva's new approach a welcome change, and I am happy that it chose us to partner with it on its plans for India. This should be an exciting one, and we hope to create some memorable work for the brand."

On winning the BlueStone.com account, Chakravarty says, "Striking the right balance between a traditional category and a modern medium is an exciting challenge. At the same time, this very combination may lead us to differentiated creative expressions for BlueStone.com. We look forward to create some gems on this one."

Contract, a member of the JWT/WPP network, is an integrated and independent communications company that specialises in the four practices of advertising, consulting, design, and digital. Its clientele includes Asian Paints, Acer, Abbott Healthcare, Amazon, Century LED, Dabur, Domino's Pizza, Dettol, Durex, Edelweiss, Fortune India magazine, Godrej, Garnier, Google India, and YU Televentures.

Aviva India is a joint venture between Dabur Invest Corp (DIC) and Aviva International Holdings (AIH), a UK-based insurance Group, whose association with India dates back to 1834.

Established in 2011, BlueStone.com, an online jewellery destination, claims to feature more than 5,000 designs from a wide collection of themes to suit every occasion, and ships its products to over 20,000 pin codes across the country.