How not to market your car brand like Jaguar

In the bustling marketing world, a brand's greatest weapon is often its own product. So, when Jaguar rolled out a campaign without showing so much as the wheel rim of their cars, it felt like opening a biriyani box and finding no meat—just rice. Let's dive into this avant-garde experiment that left people scratching their heads rather than revving their engines.

The elephant in the garage (or lack thereof)

The campaign might have worked if it was not a car brand trying to sell, well, cars. Sure, it's artsy but Jaguar's "Copy Nothing" tagline paired with abstract visuals felt less like luxury and more like your cousin's oddly conceptual wedding photoshoot.

Luxury car enthusiasts are visual creatures; they want to see the sleek curves, shiny grills, and interiors so plush they make you forget the price tag. Instead, Jaguar gave us vague slogans and vibrant backdrops, leaving us wondering whether we were buying a car or a mural for our drawing room.

Campaigns work only when they connect. Jaguar chose the high fashion route—models in eccentric outfits set against surreal settings. It was fascinating, sure, but completely removed from the everyday sense of the real world.

Nostalgia still works—where's yours?

Nostalgia is a foolproof formula. Soda manufacturers do it with vintage bottles; boutiques do it with Kantha stitch sarees that remind you of grandma's sewing.

For Jaguar, a nod to its heritage could have done wonders. Show us the evolution from the classic E-type to the electric future. Instead, they gave us a campaign so futuristic that it forgot the past and the present.

Viral moments matter

If you are going unconventional, make it count. Remember, when a local, ride-sharing company's clever campaigns rode on Dhaka's traffic chaos to sell convenience? Viral campaigns thrive because they resonate with everyday struggles or spark conversations.

Jaguar's abstract art? A nice screensaver at best. Even Elon Musk could not resist poking fun at it and when your ad gets memed for all the wrong reasons, perhaps it's time to hit the brakes.

Jaguar's attempt to "Copy Nothing" was bold, no doubt, but in a market where people value connection over conceptual art, it fell short. The lesson here? There are instances when individuals just want to watch the product perform as best it can. After all, purchasing a Jaguar is more than simply purchasing a vehicle; it's also a statement. And for that, you have got to show the car.