H&R Johnson (India) signed Bollywood actress Katrina Kaif as its brand ambassador. As part of this association, she will endorse the tile, bathroom products, engineered marble and quartz and modular kitchen businesses of the company.
This is the first time H&R Johnson (India) is roping in a celebrity brand ambassador since its incorporation in 1958. The company’s move to rope in Katrina Kaif as brand ambassador also coincides with H&R Johnson (India)’s Brand Refresh of the Johnson brand identity across its various businesses.
Commenting on signing Bollywood Actress Katrina Kaif as its brand ambassador, Sushil Matey, Chief Operating Officer, H&R Johnson (India) said,“ The Johnson brand continues to be the most trusted name in the Home Lifestyle category and represents values of trust-worthiness, innovation & contemporariness. We are also a global tile company. And hence, Johnson’s association with Katrina reinforces the very values Katrina stands for, namely, her global image, freshness and contemporariness.
Bollywood Actress Katrina Kaif believes that home lifestyle is gaining prominence. Commenting on her association with the Johnson brand, she said,“ I am happy to be associated with Johnson, one of the most trusted and globally renowned home lifestyle brands. As part of my association with Johnson brand, I will be endorsing tiles, bathroom products, modular kitchens and marble & quartz businesses. My home is my personal space. It's my retreat and at the end of a long day at work, it always feels good to be home. Home lifestyle brands are gaining in prominence each day.”
H&R Johnson (India) has signed Ogilvy India’s sister agency Soho Square as its creative partners. The company is planning to invest 2 to 3 percent of its revenues on various marketing campaigns. Besides traditional mediums, the company will be making considerable investments in digital marketing as part of its overall communication spends. The company has roped in Hungama Digital as its digital marketing partner.
As part of the Johnson brand refresh, Soho Square has re-designed the brand identities of various businesses to be visually simpler in form while infusing vibrancy through the "choice & manner" in which brands have been represented. The most dominant and consistent aspect of the new logo design is the use of the “black, white & red mnemonic" across all the brands.
Commenting on the Johnson brand refresh, Sushil Matey adds, “Over the last 10 to 15 years, the consumer’s “brand” awareness in home lifestyle category has increased manifold. With India going vertical, currently, the developers constitute a large part of the realty sector. Hence, there is an urgent need to address both, the B2C andB2B segment.
H&R Johnson (India)’s Johnson Brand Refresh is an intrinsic process to bring all brand assets and product lines under the Johnson brand umbrella. Over the last few years, the company diversified into various other home solutions businesses like bathroom products business (branded as Johnson Bathrooms) Engineered Marble & Quartz (branded as Johnson Marble & Quartz), modular kitchens (branded as Johnson Kitchens) and wooden flooring (branded as Johnson Woodenza). Following the Johnson Brand Refresh, Marbonite and Endura have been seamlessly folded into the Johnson identity to leverage the market equity of the flagship brand.
Adding further, Sushil Matey said, “As part of our business growth, over the past few years, Johnson has diversified into new business categories like bathroom products, modular kitchens, engineered marble & quartz, wooden flooring solutions etc. We have refreshed our brand identity by integrating the Johnson brand heritage, values & promise while infusing fresh relevance & contemporariness in the unified brand identity across all business verticals. The Johnson Brand Refresh aims at communicating the unified identity in a simple & vibrant manner.”
H&R Johnson’s brand refresh aims to target the consumer through a unified force of product line innovations. It will allow the company to engage its corporate & project clients as well as the marketplace as a single, unified brand throughout the Indian sub-continent. This will ensure seamless strategic services to corporate & project clients as well as to its network of over1200 dealers, 15000 sub-dealers, 33 modern retail stores, 100 shop-in-shops.
(The Author is Ludhiana-based freelance journalist.)