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
Odious Object-Engrossed Ads
The 'Reclaim Your Space' Ad by Leo Burnett is Brand-Building
Trend Themes
1. Smell-focused Advertising - Opportunity for businesses to create memorable brand-building campaigns by incorporating smell-related elements in their advertisements.
2. Regional Market Sensitivity - Potential for businesses to tailor their marketing strategies based on the specific needs and preferences of consumers in different geographic regions.
3. Creative Use of Everyday Objects - Innovative scope for businesses to utilize everyday objects in unique and engaging ways to capture consumer attention.
Industry Implications
1. Ventilation and Fan Industry - Chance for companies in the ventilation and fan industry to develop brand-building advertising campaigns that highlight the benefits of their products in specific regional contexts.
2. Advertising Industry - Disruptive innovation opportunity for advertising agencies to create unconventional and attention-grabbing campaigns that utilize the senses to connect with consumers.
3. Consumer Goods Industry - Potential for companies in the consumer goods industry to explore creative ways of marketing their products using everyday objects to enhance brand messaging and consumer engagement.