The 'Reclaim Your Space' Ad by Leo Burnett is Brand-Building

By: Josh Triantafilou - Published: May 11, 2012 • References: leoburnett & designboom
Bajaj Exhaust Fans, a ventilation and fan company, was recently in need of some memorable, brand-building advertising; this 'Reclaim Your Space' advertising campaign was the solution they decided on.

Each of the posters depicts a household room covered in smelly objects. A bathroom is embossed with cigarettes; a bedroom is taken over by dirty socks while a kitchen is engrossed with raw fish. It should be mentioned that Bajaj Exhaust Fans is an Indian company who markets to consumers in the tropical, heat-soaked country. In temperate climes, such odors may be endurable, yet closer to the equator, people may be less willing to put up with raw fish baking in midday heat.

Still, though the Indian market may be naturally inclined to buy fans, consumers don't necessarily need to buy Bajaj Exhaust products. Hence, the need for these ads.

The agency behind this clever campaign is the Indian division of Leo Burnett.

Photo Credits: designboom, leoburnett Stats for Odious Object-Engrossed Ads Trending: Older & Mild
Research: 874 clicks in 211 w
Interest: > 3 minutes
Concept: Reclaim Your Space
Related: 72 examples / 55 photos
Segment: Neutral, 18-55+
Comparison Set: 26 similar articles, including: stacked ice cube carafes, illustrated typography treats, and cross-dressing adverts.