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Kansai Nerolac partners with Gujarat Lions to promote new paint

The TVC, conceptualised by Publicis Ambience, uses the IPL team to send across the message of strength and sturdiness of its latest product

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Kansai Nerolac partners with Gujarat Lions to promote new paint

Kansai Nerolac partners with Gujarat Lions to promote new paint

The TVC, conceptualised by Publicis Ambience, uses the IPL team to send across the message of strength and sturdiness of its latest product

BestMediaInfo Bureau | Mumbai | September 20, 2016

Kansai-Nerolac Click on the Image to watch the TVC.

The latest campaign from Kansai Nerolac highlights the toughness and smooth finish of Excel Mica Marble, its latest offering in exterior paint. The paint major has partnered with the recently formed IPL team Gujarat Lions to promote the product.

The TVC, conceptualised by Publicis Ambience, shows how houses painted with other exterior paints are unable to withstand the menacing impact of cricket balls struck by Raina and other players. The TVC opens with hard-hitting cricketing shots by Brendon McCullum and Jadeja striking the walls of houses, much to the fright and panic of the house owners. Then the houses all scurry away and hide behind another house painted with Excel Mica Marble. That is the only house that has the strength to withstand even the powerful shots of the cricketers.

Anuj Jain, Director Decorative Paints, Kansai Nerolac Paints Limited, said, “Nerolac has been pioneering innovative and breakthrough products in India and Excel Mica Marble is one such unique product. A part of Nerolac's Excel range of exterior products, it provides a unique blend of long-lasting toughness and smooth finish for home exteriors, a first in India. Our homes offer us shelter and protection and we in turn do our best to ensure our home is safeguarded against external elements and weather damage. Mica lends toughness and is an excellent barrier reducing the reach and impact of water molecules on the surface of exterior walls. Marble used extensively for its beauty and elegance contributes a smooth and shiny finish. This product is sure to stand out among the external emulsions currently available in the market.”

“The TVC brief was to create an entertaining commercial that underlines the superior performance of the product. We decided to leverage our association with cricket to highlight the benefits as there is nothing better than sports to showcase the performance of a tough product. The Mica Marble TVC is different from the typical home exterior ads, much like the product,” he said.

Bobby Pawar Bobby Pawar

Commenting on the challenges in creating the TVC, Bobby Pawar, Managing Director, Publicis Communications, South Asia, said, “The challenge before us was very interesting. How can we launch a new innovation in paints while leveraging Nerolac's sponsorship of the Gujarat Lions? How do we do justice to both, the benefit of the product (i.e. the strength of Mica and the gloss of marble) and the celebrity value of the cricketers? The answer came in the form of a simple idea. Pit the strength of the cricketers against the strength of the Nerolac Excel Mica Marble in an interesting way.”

Jigar Fernandes Jigar Fernandes

"When your house is in danger, you have to suffer in silence as you can't really move it to a safer place. Or can you? This simple ridiculous question was taken seriously. And then one thing led to another. It's essentially a demo film but unlike a demo film,” said Jigar Fernandes, Executive Creative Director, Publicis Ambience.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/bmi/media/post_attachments/wp-content/uploads/2016/09/Kansai-Nerolac.jpg

Credits

Client: Kansai Nerolac

Agency: Publicis Ambience

Managing Director and Chief Creative Officer, South Asia: Bobby Pawar

Chief Operating Officer: Paritosh Srivastava

Executive Creative Director: Jigar Fernandes

Creatives: Jigar Fernandes, Avinash Jakhalekar

Account Management: Chandan Jha, Darrell Fernandes, Jiten Painter

Films: Jignesh Maru, Sagar Bhanushali

Production Company: Eeksaurus Films

Director: E Suresh

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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