Conceptualised by McCann Erickson, the commercial drives home the core benefits of cooler homes
BestMediaInfo Bureau | Delhi | April 20, 2012
AkzoNobel, the largest global paints and coatings company that brought you the popular âApne rang chalakne doâ campaign for its flagship brand Dulux, have launchedÂ another newÂ TV commercialÂ in India; this time for their Dulux WeatherShield paint.Â The commercial drives home the core benefits of cooler homes; easily achieved by painting your home with the right product. The innovative commercial plays around the extremity of temperatures during the Indian tropical summers and howÂ 'cooked' consumers feel when itâs scorching hot inside their homes. The creative treatment depicting the outcome of intense heat has been brought out metaphorically in the 15-seconder commercials; including its language versions.
Using block modeling and graphics, the film takes place in a lab setting with a colourful background; wherein two identical looking homes are dipped in separate paint cans, one containing a âpopularâ paint and the other, Dulux WeatherShield SunReflect. As the film progresses, the houses are exposed to heat sources and the graphics visually illustrate the impact of heat not just on the structure but also on the occupants of the building. The house painted with the âpopularâ paint can be seen with a droopy flower while the one thatâs painted with Dulux WeatherShield SunReflect remains fresh, happy and lifelike due to this paintâs inherent attribute that helps cool the exteriors of the homes thereby bringing down temperatures within the house by almost 5 degrees!
In a separate creative treatment of the same commercial, the company has drawn a humorous parallel by replicating the entire set up with âpopcornâ instead of the flower. The sound of the popping popcorn inside the house stroked with the âpopularâ paint is not only amusing but also puts the right message across to an audience that well understands the wrath of the sun in peak Indian summers.
Talking about the innovation,Â Pushkar Jain, Marketing Manager, Dulux, Akzo Nobel India said,Â "We wanted to keep the communication simple; highlighting the core benefits of cooler homes (derived from the product benefit of 5 degree cooler surfaces), yet dial into the core insight of how 'cooked' consumers feel when itâs hot inside their homes. So, we engineered our creativity in a lucid, intelligible way and tempered the ad to look like an in-studio experiment, giving the consumer a âliveâ Demo feel and heightening the drama of being âcookedâ into pop-corn if he did not sit in the Dulux WeatherShield home!"
Commenting on the commercial,Â Prasoon Joshi, Executive Chairman and CEO, McCann Worldgroup India and President, South Asia, said, âThe Dulux WeatherShield communication developed by the team brings in freshness and likeability, and at the same time pushes the aesthetic quotient higher. This is extremely important for a visual driven category like paints.â
Dulux WeatherShield SunReflect is a unique product which has been formulated to combat the Indian climatic conditions. Regular Emulsions absorb the heat causing infrared rays of the sun, resulting in heating up the interiors of the house. However, the Dulux WeatherShield SunReflect, exterior paint, created using SunReflect technology has a higher Solar Reflective Index (SRI) and therefore has the ability to reflect Infrared rays. Studies certified by the Centre For Energy Studies and Research (CESR) have shown that Dulux WeatherShield reflects up to 90% more infrared rays as compared to regular exterior paints. Not only that, the cooling effect can help to save up to 10% on energy costs (for air conditioning)!
Creative Agency â McCann Erickson
Director â E Suresh