“The best communication strategies are when they can’t really be seen. Else it’s a boring manifesto that pleases only the agency and no one else.” These were the words tweeted by the managing partner at Enormous, the firm that crafted the ads, just before the release of the campaign.
With a clear understanding of their audience, the market and the platform, Jaquar indisputably and admirably revisited the age-old conventional marketing wisdom about brand extensions with one of the most memorable campaigns on IPL this season.
To be on the safer side, most brands when going for diversification look for compatibilities and overlaps between consumer perceptions and category core competencies. But for Jaquar the vision was clear, the biggest thing for them was to consider how they could leverage the customer trust they enjoyed to get into affluent homes and offices with their new and unmatched range of products in the portfolio.
It is this very vision that bolstered the brand to include luxury and specialist products for homes offices and landscape lighting. With chandeliers, decorative and outdoor lights form the mainstay of the business, along with the specialised façade lighting expertise. All these products are designed and made in a state-of-the-art manufacturing facility at Bhiwadi, Rajasthan.
The campaign also helped Jaquar address one critical challenge. The company realised that it would be difficult to accept and visualise Jaquar as a lighting brand since it had already established itself as one of the foremost bathware brands in the country.
For the business to leapfrog to a higher level in this category, the issue of brand salience for the category needed to the closed for good. The company decided to take the problem head-on and address it through this new campaign.
Sandeep Shukla, Head of Marketing & Communications, Global Operations, Jaquar Group, says, “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 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 ‘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, IPL. The campaign’s media planning is managed by Crescent Communications.