Kansai Nerolac Launches New Campaign Featuring Shahrukh Khan
Take a first look on the making of the TVC scheduled to break on air in next week. The campaign is conceptualized by Publicis Ambiance.
Hitesh Ranot | Delhi | September 7, 2010
'Kuch Change Karein, Chalo Paint Karien' this is the message Shahrukh Khan is giving in the new campaign for Kansai Nerolac Paint, which is apparently free from lead and other harmful chemicals.
BestMediaInfo.com gets hold of the making of Nerolac TVC. Conceptualized by Publicis Ambiance, the campaign focuses on the change with Superstar Shahrukh Khan gracing the screen. The TVC will break on air in next week.
The campaign for 'Healthy Home Range of Paints' from Kansai Nerolac features Shahrukh Khan in a vibrant and exceptional manner with children adding fun element in the entire commercial. The television commercial is all about discovering paints as friendly for health and preserving environment.
In the last 100 years, there has been no change in the paint industry in India. The focus of paint companies has always been on selling paints just as beauty enhancer products for walls to consumers. You have spent major part of your life in close proximity of paints and yet you have never come across with them as an essential commodity. You are unaware that these paints are high on VOC and carry harmful ingredients like lead which are injurious to your health. Generally paints have been looked upon to just adding beauty to your homes.
The tag line “Kuch Change Karein, Chalo Paint Karein” sums up the meaning of the entire film by bringing out the message of changing perception of people about 'beautiful homes' to 'healthy homes'.
Nerolac's legendary and famous jingle 'Jab Ghar ki Ronak Badhani ho' was reframed with excellent music background and a touch of new age voice. With a new communication approach the new tagline 'Kuch Change Karein, Chalo Paint Karein' was institutedto a visible change in the campaign breaking the age old mindset of 'beauty'.
The category insight that paints are hazardous to health and the painting procedure is a demotivator for the consumers motivated Kansai Nerolac to introduce its new range of 'Healthy Home Products'. The script demanded that the commercial needs to be realistic and should have a friendly approach for people to relate with their health and wellness.
It was felt that Shahrukh Khan was the right brand ambassador since he has a huge mass following and a celebrity who can convince people to shed their inhibitions and open up to newer avenues. Further to uplift the entire mood of the film, Ashish Khazanchi and Sohini Dasgupta felt that it was essential for the script to convey the message of eco-friendliness and hence, children were involved in the commercial to paint walls with Shahrukh.
Commenting on the marketing initiatives planned, Anuj Jain, Vice President – Marketing & Sales (Decorative), Kansai Nerolac Paints Ltd. Said, “Shahrukh Khan is amongst the most popular personalities in the country. We have launched paints that will not only enhance the consumer's life but will also benefit the painters and industry at large. For this purpose, we have planned a nationwide television campaign as well as outdoor and print in select markets across India. He will also front a series of strategic marketing initiatives of the company.”
Credits:
Agency: Publicis Ambience, Mumbai
Creative Team: Ashish Khazanchi, Sohini Dasgupta
Account Management: Debajyoti Dutta, Nachiket Sant
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