Jaquar Lighting, the lighting vertical from Jaquar Group, has rolled out a campaign with brand ambassador Deepika Padukone, which stands out with an artistic and aesthetic idea brought to life in a playful manner.
Rajesh Mehra, Promoter and Director, Jaquar Group, said, “Jaquar Group has always believed in creating products with the highest quality standards, an attribute that’s synonymous with our products. Taking this philosophy forward with Jaquar Lighting and leveraging the popularity of Deepika as our brand ambassador, we have doubled the turnover of the brand to Rs 200 crore.”
The narrative interestingly weaves in the discovery of Jaquar Lighting’s wide range by Padukone’s character as she follows the ‘light’ cues of a mystery friend! Pegged somewhere on the threshold between a metaphor for life and a product, it showcases the idea of how Padukone is led into the light – the light of friends and relationships, as well as Jaquar Lighting’s products. It is visualised through the story of discovery where her family and friends want to surprise her by playing a game of turning on lights that leads to a surprise welcome party for Padukone.
Rajesh Laikh, Executive Vice-President, Crescent Communication, said, “The creative thought behind the film was to present Jaquar Lighting in a completely fresh avatar and at the same time remain true to the brand’s guiding philosophy– Complete LED Lighting Solutions. We have tried to capture the joys of life and celebration enabled through Jaquar Lighting. Deepika Padukone, the brand ambassador, apart from ensuring high visibility lends credibility and magical aura to the brand.”
Ranbir Mehra, Director, Jaquar Lighting, said, “Through our second campaign with Deepika, we aim to up the ante and showcase the best of our offerings in an unconventional style. Jaquar Lighting offers a holistic solution for all lighting requirements from simple consumer products to complex industrial solutions with an extensive portfolio in each segment.”
Jaquar Lighting’s 360-degree marketing campaign will amplify the film targeting mediums across the board, including television, print, electronic, outdoor and digital media. The campaign also highlights Jaquar Lighting’s distinctive strengths and design sensibilities.
Client: Jaquar Lighting
Creative Agency: Crescent Communication
Creative Director: Team Crescent
Production house: ShowandTell
Director (film): Jeff Balsmeyer