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JAT Holdings bags 4 awards at Effie Awards 2021

JAT Holdings bags 4 awards at Effie Awards 2021
2022-02-22

JAT Holdings was immensely proud to receive 1 Bronze and 3 finalist awards at the most coveted Effie awards 2021. All four awards were bestowed for its ‘Mr. WHITE’ campaign for the launch of the WHITE by JAT brand in December 2020. JAT Holdings was conferred a Bronze award in the Marketing Disruptors category, the highest recognition given for this award category, including 3 finalist awards in the Home Furnishing and Appliances, David Vs Goliath and E-commerce categories.

JAT Holdings extends its sincere appreciation to its creative partner, Triad for coming up with the creative strategy and the unique identity for ‘Mr. WHITE’, Odlo for bringing the character to life and Isobar its digital execution partner, without which these accolades would not have been possible!

“The launch of WHITE by JAT has truly been a game-changer in the paint category. It was the first paint brand to be launched exclusively through an eCommerce platform and subsequently expanded to cover other distribution channels. This is evidenced through the 6 awards the brand has already won thus far within the first year of the launch, which recognised the brand’s efforts in marketing strategy and execution across all platforms including digital. I can confidently state that the success of the brand was for thinking out of the box and for our innovative marketing strategy and approach in launching into a market dominated by multinational paint brands” stated Mr Dilshan Rodrigo, General Manager- Marketing – JAT Holdings PLC

The WHITE by JAT range of brilliant white emulsion paint was aspired by the vision ‘colouring the world in white’, allowing the world to witness the beauty of whiteness. WHITE by JAT resembles purity, cleanliness and elegance, all of which are qualities that modern consumers seek to instil in their homes and work environment. This unique positioning was creatively executed through the brand mascot, Mr WHITE. As an innovative and progressive company sensitive to the evolving customer needs and requirements, JAT Holdings launched an exclusive eCommerce website for the distribution of WHITE by JAT. Supporting the busy lifestyles of our discerning clients, who seek convenience in purchasing paints, the website enabled a simplified solution to view and order brilliant white interior and exterior emulsion paint, eliminating the need for a customer to make a trip to a showroom or retail outlet. Given that paint brands traditionally communicate online but the call to action is driven to the offline store, breaking away from the conventional imagery of a ‘paint bucket against a wall’, Mr WHITE was a 3D character that drew association to the virtual nature of the store and served as the focus of the communication.

The campaign was recently recognised at the Effie awards for its effective marketing communications that contributed to the brand’s success. Since its inception in 1968, by the New York American Marketing Association, the Effie Awards has embraced the individuals and the companies with relentless creativity who dared to find a way to create insights that resulted in effective work.