| Creativity for Good | ||||
| Client | H & R Johnson | |||
| Brand | Johnson Tiles | |||
| Agency | SOHO SQUARE ADVERTISING PVT.LTD | |||
| Brief | The tiles category is perceived to be a commodity with very little differentiation at both – emotional and rational levels. Given this situation, the campaign had to identify a non-rational point of difference and provoke branded conversations amongst the general public and thus achieve more than fair share of salience. | |||
| Cultural Context |
There are more than 10 million physically-disabled people in India. And less than 5% of India is disabled-friendly in terms of access to basic infrastructure. Residential buildings, offices, shopping malls, multiplexes, public spaces such as railway stations, airport lounges, gardens and promenades all are inaccessible as far as the physically-challenged people are concerned. |
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