Artize, a brand from the house of bath fittings major Jaquar, has rolled out a campaign to underline its luxury positioning. The film has been conceptualised by Crescent Communications.
The film features an elegant young women stepping into the bathroom and indulging herself with a slow and luxurious bath. Set to a soundtrack that adds to the mood, the Artize-fitted bathroom is showcased through the film.
Rajesh Laikh, EVP, Crescent Communications, said, "The task at hand was to establish Artize as a luxury brand, aspirational, exclusive and stylish. As a relatively new brand there was a need to build surround, be seen, and create wider awareness of the brand to make it appealing for the niche target group. The target group for this are top architects, builders as well consumers in the SEC A++ category. We want to associate Artize with indulgence and therefore with luxury. We also want to create and communicate the brand’s symbolic value to its customers that is, the extent to which the brand is perceived as being elite and exclusive. Finally, we want the product to have a certain snob value."
The film went on air on 22 August.
Agency: Crescent Communications
Business head: Neeraj Sharma
Creative director: Anil Verma
Account manager: Rajesh Laikh
Production house: Hello Robot
Director (film): Amit Gupta
DOP: Mitesh Mirchandani
Music: Sharaya Michael