When we hear the brand name Jaquar the first thought is bathroom fittings. What many don’t know is that Jaquar has also been dealing in the lighting segment for close to six years now.
The recent ad campaign by the brand, designed by Enormous Brands, for its lighting range wonderfully deals, with changing the preconceived notion and association that people have for the brand, with bathroom fittings and creates a high-impact visualization for the segment. The films have left the netizens and ad experts impressed with their narrative, storytelling, and the equity it builds for the brand.
One of the ads begins with an individual entering an assemblage room. Wherein he gets discombobulated when he is told by the salesperson that Jaquar will be installed in the room. He imagines his coworkers in a bathroom scene but later realizes that the agent is indicating the lighting solutions delivered by the brand.
Managing Director of Brand-Nomics Viren Razdan, impressed with the creativity, quips that it is a great idea to leverage the existing identity, and use it to launch another product.
Brand Strategist, Coach & Brand-Building Founder Ambi Parameswaran says that the advertisement campaign manages to turn a weakness into a strength as Jaquar is a premium brand of bathroom fittings.
The brand name ‘Jaquar’ automatically reminds people of bathrooms and bathroom fittings. While the ad manages to turn a weakness into an advantage by leading the viewer on till the twist is revealed at the end – Jaquar also makes light fittings.
Zonal Head South, Jaquar Group, M T Hegde writes that creating an advertisement that fulfils the objective but at the same time respects, consumer thoughts is a challenge for any brand. And this advertisement from Jaquar Group does the same with utmost efficiency while also keeping it humorous.
Quoting the campaign, Ashish Khazanchi, Managing Partner at Enormous wrote, that Jaquar’s current ad campaign, developed by Enormous Brands, has left ad specialists and netizens amazed with its portrayal.
So what happens when a brand synonyms with a category goes for diversification. This could only be known when a suitable answer is found to the question “Living room mei Jaquar?”
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