MAM
Johnson Tiles maiden campaign to feature Katrina Kaif
Mumbai: For the first time since its incorporation in 1958, H&R Johnson (India) has roped in a celebrity brand ambassador for their maiden television ad campaign for Johnson Tiles.
The campaign is conceptualised by Soho Square and highlights the much overlooked element of a house – tiles.
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H&R Johnson (India) Chief Operating Officer Sushil Matey said, “Tiles often do not get their due importance while planning the home interiors. As category innovators, Johnson understands the need to scale up the premium quotient of tiles. The attempt in this new TV ad for Johnson Tiles therefore is to catapult tiles into an aspirational space in the consumers mind & in the process also play our role in expanding the category of tiles. This ad film showcases how tiles, an essential part of your home and lifestyle can be so intimate. It reflects who you are”.
He added, “The Johnson brand continues to be the most trusted name in the Home & Lifestyle category and represents values of trust-worthiness, 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.”
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The TVC starts with Katrina Kaif 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, and is left awe-stuck 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.
Soho Square Mumbai head Satish Desa and ECD Anuraag Khandelwal 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.”
They add, “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. Threading these intimate moments into visual poetry.”
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