Harsh Goenka Questions Jaguar’s Latest Ad, Says ‘Feels More Like ..'

The ad, released earlier on November 19, featured models in bright outfits but no vehicles. As a result, it received a lot of backlash and criticism online

The businessman questioned if the advertisement achieved what it was meant for.

Source : X/@Jaguar

Jaguar’s latest ad has earned the luxury car brand a lot of criticism not only from social media trolls but fellow businessmen. RPG Group Chairperson, Harsh Goenka, joined the list of entrepreneurs who questioned the company about its rebranding campaign.

The ad, released earlier on November 19, featured models in bright outfits but no vehicles. As a result, it received a lot of backlash and criticism online.

Responding to the same, Goenka took to social media platform X, formerly known as Twitter, and said, “Jaguar’s new ad feels more like an art film than a car commercial—diverse actors, bold colors, and zero cars. ‘Copy nothing’—what does that even mean?”

The businessman questioned if the advertisement achieved what it was meant for. “Distinctive, sure. Effective? That’s the real question,” he wrote.

Jaguar’s new ad feels more like an art film than a car commercial—diverse actors, bold colors, and zero cars. ‘Copy nothing’—what does that even mean? Distinctive, sure. Effective? That’s the real question. pic.twitter.com/nVjauUUVuQ

— Harsh Goenka (@hvgoenka) November 23, 2024

Earlier, Tesla founder Elon Musk also raised questions on the brand's strategy with the ad and wittily commented, "Do you sell cars?".

Meanwhile, MD, Rawdon Glover, came out in defense of the company’s ad strategy and said that the message of the campaign was lost in a ‘blaze of intolerance’.

However, social media didn't seem to buy this explanation and raised questions about the ad campaign. One of the users said, "This is awful. It doesn't 'speak' to anyone. It's lost the purpose of the brand. Listen to what people are telling you and go back to the drawing board."

At the same time, many individuals came out in support of the ad and lauded the carmaker for trying to be unique in its approach. One user said, "It's like they've decided to sell cars the way you'd sell invisible ink. "Copy nothing," they say? Bold move, considering their cars are anything but invisible. It's refreshing, though, in a world where every ad feels like it's trying to sell you the car, the dream, and the entire dealership. Maybe they're onto something; perhaps we'll all start buying "the idea" of a car next. "You don't just get a Jaguar, you get the essence of Jaguar-ness." Very zen. Or very abstract."