Why the campaign rocks:
The Jaquar Lighting + Bath campaign is one of the most interesting advertisements that I’ve seen in recent times, which resonates with consumers and plays on the brand’s identity. As a brand best known for bath fittings, the campaign worked very well to communicate its entry into a new category (lighting). This advertisement is audacious and really makes an impression on consumers, forcing us to rethink the way we perceive brands. What sets this campaign apart is the creative thinking that makes an impact in a saturated market. It has an immediate impact on consumers, shifting their expectations and highlighting the importance of creative thinking. Not only does it manage to inform customers about the brand’s entry into a new category, it also entertains with its clever humour.
Launched during the IPL a couple of years ago, it also cut through the advertising clutter we see during the tournament. The campaign also was an important reminder that an idea need not be too complicated for it to become good advertising. It was brilliant because of its simplicity.
Brand: Jaquar
Campaign: Lighting + Bath
Agency: Enormous Brands
— As told to Christina Moniz