B lueStone’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 explore d 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 c a me across as having no connection to the brand. However, the sixth video , released on Raksha Bandhan, tie d everything together.
This final film showcase d how two unlikely friends evolve d 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 humo u r 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 Bl.