Jaquar 'exposes' bathing delight to public in New Delhi

By Rohit Nautiyal , afaqs!, New Delhi | In OOH News | August 31, 2009
The manufacturer and exporter of bath fittings has put its products on hoardings and bus shelters to drive onlookers to its orientation centres

A decade ago, people were interested in buying only the basic functional accessories for bathrooms. Today, bathroom accessories have emerged as a state of the art lifestyle product. Established in 1960, Jaquar, a manufacturer and exporter of bath fittings, has launched an innovative OOH campaign to drive people to its newly launched 'orientation centres'.

Spread over areas in the range of 3,000-12,000 sq. ft, Jaquar's orientation centres are meant to provide a luxurious bath experience to visitors, who can go through its bathroom fittings and lighting solutions in these areas. Also, regular meets are organised to help professionals in the bath ware and interiors industry know more about bath technology and aesthetics.

These orientation centres are present in 22 cities, including Ahmedabad, Bengaluru, Chandigarh, Chennai, Kochi, Bhubaneshwar, Hyderabad, Kolkata, Mumbai, Pune, Raipur and Siliguri. The first centre was opened in Chandigarh in 2001.

As part of the campaign, Jaquar has been positioned as an object of fascination and desire. The outdoor campaign seeks to educate the retailers and customers about modern bathrooms and interior utilities and popularise the company's orientation centres.

Translating the brand's tag line, Come experience it live!, to its outdoor campaign, the company has put up a shower console with running water and a mannequin bathing under the shower on a hoarding in Mayapuri, New Delhi. The same theme has been implemented on a bus shelter in South Extension, where a bath tub has been placed with a lady mannequin in the tub.

It seems that brands have realised that giving the consumer an 'experiential zone' to test, try, touch and feel the product is the way ahead. In July, afaqs! had carried a report on how Asian Paints launched a concept store, called Colour with Asian Paints, in Mumbai, spread over an area of 7,500 sq. ft. Visitors to the store are treated to sights of what good home décor, coupled with a good colour scheme, can do, thus inspiring people.

The Jaquar campaign has been conceptualised and executed by Freeloader Inc., a Delhi based communication agency. Global Connect Media has handled the media.

Both the innovations look better at night as the lighting used is similar to the ones used in bathrooms and renders a better look and feel.

An executive at Jaquar tells afaqs!, "Jaquar as a brand used to do a lot of outdoors earlier but had scaled it down somewhat because of the earlier uni-dimensional avatar of outdoors. However, now, with innovative things that can be done on outdoors, we decided the time was right to showcase our brand in the OOH sphere.

"Delhi is a very important city for us in terms of the market. That is why we decided to do the pilot project in Delhi. Depending on the response from the campaign here, we will then take it forward to all main cities in India, specifically to the 22 cities where Jaquar orientation centres are present."

Also, the company plans to conduct road shows across the country to promote its orientation centres.

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