MUMBAI: Bathroom products brand Jaquar, which has diversified into lightings, has launched a new campaign timed with the Indian Premier League.
Sandeep Shukla, head of Marketing & Communications, Global Operations, Jaquar Group, said, “It’s always an uphill task to shift consumer perception, especially when a brand becomes synonymous with a category. India’s most loved bath brand needed a new identity encapsulation, which our strategic partners and media agency Crescent compressed succinctly as Bath + Light. Disruptive communication was the need of the hour, and these 3 films have caught the attention of IPL viewers and I am certain this campaign will be remembered for a long time.”
The ad films have been conceived by a creative shop called Enormous. Talking about the campaign, Ashish Khazanchi, Creative head, said: “Jaquar is a brand that we have always been extremely proud to work with. This one though was one of the most challenging ever. Most brands have enough elasticity of equity to extend into related and adjacent businesses.
“This brand extension was like chalk and cheese. Lighting and water products from the same brand. While the lighting business had done well, the perception and association of the brand with lighting was still a big challenge. We took this very insight and took the perception head on.”
The ‘Yahan kya chal raha hai’ film campaign tickles audiences with a humorous script and raises awareness among Indian viewers about the company’s foray into lighting products. The current campaign can be seen during India’s most loved and watched program, the IPL cricket tournament. The campaign’s media planning is managed by Crescent Communications.
