Dulux paints a new colour

Dulux Paints introduces the Dulux Visualizer app and unveils copper orange as the colour of 2015

Aahiri Ghosh Dastidar | Delhi | October 30, 2014

AkzoNobel, the global paints and coating company and the makers of Dulux Paints, has announced the launch of two key initiatives – Dulux Visualizer and ColourFuture 2015 – to unveil copper orange as the colour of 2015.

Dulux Visualizer is an app which, with its augmented-reality feature, allows one to picture the walls even before painting them. The app gives an instant impression of how any room will look, in the colours of one's choice. The app is available free of charge in the Apple store and in Google Play.

Jeremy Rowe, Managing Director, Decorative Paints, Southeast and South Asia, AkzoNobel, said, “The demand for decorative paints in India has increased with the global trend of urbanization, the country's impetus on strengthening infrastructure and development of emerging cities. India is a high growth market for AkzoNobel and we have made significant investments in strengthening our capabilities in the country. Our global presence, permeated by insights into customer trends gives us the opportunities to apply innovations and best practices from around the world to design products best suited to each global geography, including India.”

Rajiv Rajgopal, Director, Decorative Paints, AkzoNobel, commented, “Dulux has continued to drive growth with its superior value proposition and consumer-connect in all markets. This year has been particular encouraging with Dulux Superclean being voted as product of the year while brand Dulux has been selected as a Superbrand. The Dulux Visualizer is our latest offering to the Indian consumer in order to facilitate the ease of choosing colours that go with his family's personality. Even before its formal release today, we have seen over 100,000 downloads and a very positive rating in app stores.”

On marketing of the new colour, Rajgopal said, “This is the first time we are launching 'ColourFuture' in India. We have started interacting with the consumers and architectures. We have also talked with market planners. We want people to talk through colours. So we are going to use all mediums for marketing this. But we will use digital media mostly to market the new colour, copper orange.”

When asked about the target group, Rajgopal replied, “There is no specific target group as such as the colour cuts across different age groups. I think it is all about what the colour signifies actually. To me the colour signifies a lot of warmth. Also, the copper orange colour reflects a more positive outlook. The colour is a mixture of pink, white and orange therefore it is trendy as well. So basically this colour is good for everyone.”

When asked why the launch did not happen during Diwali, Rajgopal said, “Undoubtedly, Diwali is a very big festival. But nowadays people find excuses to paint their houses. And in a country like India, people are always busy celebrating any of the festivals throughout the whole year. New Year is now coming soon. So I think it is perfect to launch the new colour now.”

Actor Farhan Akhtar, brand ambassador for Dulux, said, “Backed by a rich heritage and international standard of quality, Dulux has emerged as a leading player in styling décor. Its products give both as aesthetic and functional edge, taking product performance to a whole new level. I am privileged to be associated with Dulux. Its legacy and lineage are unmistakably distinct.”

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