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Katrina Kaif signed as ambassador for Johnson brand refresh

The company will invest 2-3% of its revenues on marketing campaigns. Besides traditional mediums, it will be making considerable investments in digital marketing with Hungama Digital as its partner

BestMediaInfo Bureau | Delhi | July 9, 2013

H&R Johnson (India) is going in for a brand refresh and has signed Bollywood actress Katrina Kaif as its brand ambassador. She will endorse the tile, bathroom products, engineered marble and quartz and modular kitchen businesses of the company.

This is the first time H&R Johnson (India) is roping in a celebrity brand ambassador since its incorporation in 1958. The company’s move to rope in Katrina Kaif as brand ambassador also coincides with H&R Johnson (India)’s refresh of the Johnson brand identity across its various businesses.

Sushil Matey, COO, H&R Johnson (India), said, “The Johnson brand continues to be the most trusted name in the Home Lifestyle category and represents values of trustworthiness, innovation and contemporariness. We are also a global tile company. Hence, Johnson’s association with Katrina reinforces the very values Katrina stands for, namely, her global image, freshness and contemporariness.”

H&R Johnson (India) has signed Ogilvy India’s sister agency Soho Square as its creative partner. The company is planning to invest 2-3 per cent of its revenues on various marketing campaigns. Besides traditional mediums, the company will be making considerable investments in digital marketing as part of its overall communication spends. The company has roped in Hungama Digital as its digital marketing partner.

As part of the Johnson brand refresh, Soho Square has redesigned the brand identities of various businesses to be visually simpler in form while infusing vibrancy through the "choice & manner" in which brands have been represented. The most dominant and consistent aspect of the new logo design is the use of the “black, white & red mnemonic" across all the brands.

Commenting on the Johnson brand refresh, Matey said, “Over the last 10 to 15 years, the consumer’s brand awareness in home lifestyle category has increased manifold. With India going vertical, currently the developers constitute a large part of the realty sector. Hence, there is an urgent need to address both the B2C and B2B segment.”

H&R Johnson brand refresh is an intrinsic process to bring all brand assets and product lines under the Johnson brand umbrella. Over the last few years, the company diversified into various other home solutions businesses like bathroom products business (branded as Johnson Bathrooms) Engineered Marble & Quartz (branded as Johnson Marble & Quartz), modular kitchens (branded as Johnson Kitchens) and wooden flooring (branded as Johnson Woodenza). Following the Johnson brand refresh, Marbonite and Endura have been seamlessly folded into the Johnson identity to leverage the market equity of the flagship brand.

The brand refresh initiative aims to target the consumer through a unified force of product line innovations. It will allow the company to engage its corporate and project clients as well as the marketplace as a single, unified brand throughout the Indian sub-continent.

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