Kerovit TV ad: Whacky take on sanitary ware advertising

A new campaign by Kerovit aims to popularise the brand among young couples with a whacky take on sanitary ware advertising

Advertisements of sanitary ware usually tend to seduce the audience with glamorous celebrities who can be an echo of the style and elegance of the products on offer. In a new television commercial (TVC), Kajaria Ceramics promotes its bath ware brand Kerovit with a whacky take on traditional advertising by riding on the star appeal of Bollywood actor Anushka Sharma. The TVC shows the actor trying to retrieve a pet that has ventured into the bathroom of a house. As she goes in, she is unable to resist a few dance moves, almost against her will. In the closing scenes, a man and a woman appear before her with the dog, leaving her embarrassed as she sneaks away complimenting the bathroom.

Rishi Kajaria, joint managing director, Kajaria Ceramics, says the campaign is an attempt by Kajaria bath ware to popularise its Kerovit brand. It is targeted at young couples. “They love classy and contemporary bath fittings, and are open to new things. This is the reason why we chose to launch this campaign on digital first,” he explains.

The campaign was conceptualised by Crayons Advertising. A spokesperson for the agency says, “We wanted to break away from regular advertising trends in this category that follows the old pattern of showcasing bathrooms as a nice space in general. Think about any sanitary ware ad and chances are that visuals of models romancing the bathroom and accessories will come to mind. It was essential to make Kerovit stand out.”

“Create a connection with young India,” was the brief from the brand. Hence, the idea of “Kerovit is Freedom!”, the title of the campaign. Adds the spokesperson, “Bathroom is a personal space where one can shed all inhibitions. And one’s personal space mirrors their personality. That’s where the agency drew its insight from and showed Anushka Sharma getting mesmerised and playfully dancing with the products as her props.” The actor’s goofy avatar resonates with Kerovit’s attributes — peppy, quirky and stylish, the agency adds.

India is a young country with more than 65 per cent below the age of 35, says Kajaria. A large population of youth, rising nuclear families and increasing urbanisation and the resultant booming housing industry, have given rise to a huge market for bath fittings, he adds. “The aspirations of the youth coupled with the global exposure and a desire to have a comfortable lifestyle is creating a demand for products that fit their lifestyle. And for them bathroom is no exception, they want it to be as trendy as any other part of the house.”

Kajaria Ceramics, the largest manufacturer of tiles in India, forayed into bath solutions three years ago with its subsidiary Kajaria Bathware P Ltd. under the brand name of Kerovit. Kajaria Bathware has two plants — one each in Rajasthan and Gujarat. The faucet range is designed and manufactured at Gailpur in Rajasthan, which has a manufacturing capacity of 1.1 million pieces a year, while the sanitary ware range is made at its Gujarat facility.

Kerovit aims to be the most sought-after brand among young householders who understand the combination of beauty, utility and value for money. Leading companies in the India ceramic sanitary ware market include the likes of Cera, Roca, Kohler and Jaquar.