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JAT Holdings eyes ‘#AChairWorthFightingFor’ in its latest digital campaign

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MUMBAI: Isobar Sri Lanka, the digital agency from the house of Dentsu Aegis Network (DAN), and their creative arm Response, have partnered with JAT Holdings to launch the latter’s latest digital campaign, ‘#AChairWorthFightingFor’. For the record, Dentsu Grant Group is the oldest serving advertising group in Sri Lanka that was acquired by Dentsu Aegis Network, the global media and marketing communications conglomerate, in 2017. Meanwhile, JAT Holdings is a Sri Lanka based multinational paint company that is engaged in the business of manufacturing, selling and distribution of paints, coatings and products related to home decor.

Isobar and Response have created the campaign for Herman Miller, the popular American chair brand that is imported and distributed by JAT Holdings in Sri Lanka. The campaign is a witty 4 -episode ad series depicting modern day office politics, loosely based on the power play theme of the famous TV show, ‘Game of Thrones’. The series is a satirical take on the demeanor and motives of certain characters of the show and tries to adapt the global pop-culture phenomena in a modern corporate Sri Lankan context.

The story of ‘Danika’ takes place in a corporate set-up that currently functions under the storm of power transitions and office politics. The series makes for a hilarious plot with its focus on the ‘best chair’ in office, a concept familiar to anyone with a corporate job.

“We want our brands to ignite conversations and we have always connected with people. This novel execution has created meaningful social conversations for the brand”, comments Tulsi Liyanage, Head of Marketing for JAT Holdings.

Commenting on the success of the campaign, Chamith Buthgamuwa, Head of Isobar, Sri Lanka says, “We’re only halfway through the year and, already, there have been a number of digital campaigns that have set the bar high. It is always important for us to use multiple platforms to tap into pop culture trends and tell engaging stories, to consumers. It's great to have a brand such as Herman Miller to adventure with into campaigns such as this. And, we promise you, this will not be the last from us.”

The series has garnered more than a million views across platforms since its launch.

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