Mumbai: In the spirit of Raksha Bandhan, BlueStone has unveiled a new campaign focusing on familial bonds. Titled "#ThreestoOne", the campaign captures the meaning of relationships. The campaign shines a spotlight on the joy of having that one special person who, while often seen as the ‘extra’ in a couple’s life, gradually becomes an irreplaceable part of the family.

Raksha Bandhan has always symbolised the cherished bond between siblings. But in today’s ever-evolving world, family isn't just defined by blood. Friendships often blossom into familial relationships, offering a sense of belonging and unconditional love. BlueStone’s latest campaign delves into this modern-day reality with a humorous twist.

Through a series of videos, the campaign follows the life of a modern married couple and the husband's childhood best friend. Their relationship forms the crux of the narrative, exploring the amusing dynamics of being a ‘third wheel’ in a marriage. With every video, viewers are taken on a journey filled with laughter and heartwarming moments, culminating in transforming a love-hate relationship between the wife and the best friend into a bond that mirrors the sibling connection.

Commenting on the campaign the brand’s spokesperson said, “Raksha Bandhan is traditionally about the bond between brothers and sisters. However, we wanted to celebrate the relationships that go beyond conventional definitions of family. Our campaign is a tribute to all those friendships that evolve into something deeper, stronger and truly special. We hope our audience resonates with the humour and warmth of the series and recognizes the value of these unique relationships.”

Join BlueStone in celebrating Raksha Bandhan by embracing the festival’s spirit, where every friendship can become a cherished family bond. Here’s to the friends who become family and the third wheels who make every moment more fun.