Soho Sqaure was given the brief to introduce bathrooms in the consumer space
Sarmistha Neogy | Mumbai | May 19, 2014
Tiles company, HR Johnson (India), has recently launched a new television campaign to introduce its bathroom vertical – Johnson Bathrooms. The brand which is primarily known for its beautiful tiles, has diversified over the years into bathroom fittings, kitchen and engineered marble and quartz.
Soho Square, the agency on board, was given the brief to launch bathrooms in the consumer space. The new commercial featuring brand ambassador Katrina Kaif showcases the superb Johnson bathroom fittings.
Explaining the objective behind the TVC, Sushil Matey, Chief Operating Officer, H&R Johnson, said, “The communication objective of the campaign was to tell consumers of the stunning options we have beyond tiles – and we have made a start with bathooms. In 2013, we released our first television ad campaign showcasing tiles. This is our second TVC with Katrina.”
“We endeavoured to go beyond mere 'looks' and wanted to come from a relevant consumer space. The entire insight that ‘bath time’ provides that much needed personal space to clear the mind and let it freewheel, gave us the thought of 'find clarity'. A clarity that refreshes and inspires one to thank ahead,” commented Anuraag Khandelwal and Satish Desa, Executive Creative Directors and Creative Heads, Soho Square.
To enhance the visual appeal of the campaign, the TVC has been shot in black and white. The film ends with a voice over saying: “Johnson Bathroom – find clarity”.
The brand has planned a 360 degree marketing strategy for the campaign. Other than the TVC, there will be activity in the consumer and trade press, outdoor and digital mediums.
Client: H&R Johnson (India)
Agency: Soho Square
Executive Creative Directors: Anuraag Khandelwal and Satish Desa
Creative team: Sanjay Ujawane, Ankur Jain, Hiren Masharu, Smita Misra, P.Ratheesh
Head of Office: Samrat Bedi
Account Management: Mohit Ahuja, Benitta Jacob
Account Planning: Shashank Lanjekar
Production House: Cutting Edge Pictures
Executive Producer: Billoo Sandhu
Producer: Urshila Purohit
Director: Karina Tair