The campaign has been conceptualised by Soho Square, Mumbai. HR Johnson has roped in a celebrity brand ambassador, Katrina Kaif, for its first ever TVC for tiles
BestMediaInfo Bureau | Mumbai | September 23, 2013
Families and individuals now strive to create their home and other personal spaces as a reflection and an extension of their personality and lifestyles. For the first time since its incorporation in 1958, H&R Johnson (India) has roped in a celebrity brand ambassador for their maiden TV ad campaign for Johnson Tiles. The campaign has been conceptualised by Soho Square, Mumbai, a sister agency of Ogilvy & Mather. The TVC highlights the much overlooked element of one’s home – tiles.
Sushil Matey, Chief Operating Officer, H&R Johnson (India), said, “Tiles often do not get their due importance while planning home interiors. As category innovators, Johnson understands the need to scale up the premium quotient of tiles. The attempt in this new TV ad therefore is to catapult tiles into an aspirational space in the consumers’ mind and in the process also play our role in expanding the tiles category. The ad film showcases how tiles, an essential part of our home and lifestyle, can be very intimate. It reflects who you are.”
Matey added, “The Johnson brand continues to be the most trusted name in the home & lifestyle category and represents values of trustworthiness, innovation and contemporariness. Associating with Katrina Kaif for our brand reinforces our values which she also stands for, namely, her global image, freshness and contemporariness.”
The TVC starts with Katrina opening a door and gently walking into the elegant house of Johnson. Soon she takes off her heels to feel the smooth tiles beneath her feet, followed by a shot of her sitting down on the floor and brushing her hand across the floor in complete awe. The shot smoothly transitions into the next frame where Katrina is smiling while drawing a hopscotch box across the floor with a chalk. The next shot shows a sensuous shot of Katrina taking a shower in a luxurious bathroom. The ad reinforces that it is no longer just about brick and mortar, but about textures, colors, designs, visual appeal and aesthetics and, most importantly, a reflection and an extension of one’s personality.
Anuraag Khandelwal and Satish Desa, Executive Creative Directors and Creative Heads, Soho Square Mumbai, said, "Katrina Kaif is the perfect brand ambassador for H&R Johnson. Both are international, yet rooted in India. There's also glamour, and a certain playful innocence. We wanted to capture all this in a unique TV commercial."
Khandelwal and Desa further said, "The film is an ode to floors. It essays the emotions that a Johnson floor elicits. It is a romance, a glimpse into Katrina's private space where Katrina and her floors are akin to lovers, sometimes friends, and sometimes the tiles play her confidante. The TVC threads these intimate moments into visual poetry."
Through this campaign H&R Johnson attempts to reach out to their consumers by showcasing the experience that the brand brings to a consumer’s home.
Client: H&R Johnson
Creative Agency: Soho Square, Mumbai
ECDs and Creative Heads, Mumbai: Anuraag Khandelwal, Satish Desa
Office Head, Mumbai: Samrat Bedi
VP, Account Management: Mohit Ahuja
Senior VP, Planning: Shashank Lanjhekar
Creative Team: Anuraag Khandelwal, Satish Desa, Ankur Jain, Sanjay Ujawane
Account Management: Benitta Jacob, Anish Gutka