With brand ambassador Shah Rukh Khan pitching in, the campaign aims at educating consumers about the side-effects of VOC that most paints contain
BestMediaInfo Bureau | Delhi | October 1, 2012
Kansai Nerolac, a leading paint brand, has launched a new campaign âNo VOC, No Gadbadâ that aims to educate consumers on the side-effects of VOC (volatile organic chemicals) in paints. The three-fold brand campaign that comprises TVCs, print ads and direct outreach to customers was unveiled last month and features brand ambassador Shah Rukh Khan highlighting the importance of healthy living.
The campaign was launched with the unveiling of the first of the two-part TVC on September 10 with Shah Rukh Khan pointing out that there is more to look for while choosing a paint for your home â not just colours, designer looks and attractive designs. The TVC briefs consumers about the harmful effects of VOC paints and the likelihood of paint companies hiding the ill-effects from consumers.
The idea hence was to seed VOC in the minds of consumers through a one-on-one intimate chat between SRK and the consumer. The campaign, conceptualized and executed by Publicis Ambience, seeks to point out the âgadbadâ in popular paints â volatile organic compounds. The films will be backed up by a press, outdoor and digital campaign.
Ashish Khazanchi, National Creative Director, Publicis Ambience, said, âThe paint market in India is dominated by companies who only talk about colours and designs. Nerolac has created a distinct identity by encouraging healthy and safer livingÂ through their communications. It was the first paint company in India that introduced lead-free paints and now is the only paint company in India with Zero VOC (Volatile Organic Compounds) paints. Though it has communicated the healthy aspect of its products for a while, Nerolac feels that the market needs a disruption. Because of the impact paints have on a person's health, people need to look at paints beyond home decorative and must start recognizing them as a lifestyle choice.â
The TVC opens with an interior shot of a house and a question for the viewer, âKya aapke paint main Gadbad hai?â Cut to a shot of Shah Rukh Khan walking down an aisle. There are blocks of letters in a line which form the words â Properties and offering of paints. Cut to a shot of Shah Rukh holding a remote in his hand and then we see him press a button which results in a domino effect of the words falling to form another word which is âGADBADâ. Shah Rukh is heard saying: âInn sab ke peeche chupi hui hai â GADBAD!â
The second part of the TVC was released on September 25, and it talks about VOC emission from freshly painted walls and the need for monitoring indoor air quality. As part of the campaign, Kansai Nerolac also introduced a nouvelle concept, where consumers and fans of SRK could call him on 022-3310060 to seek details on safer paints and get connected to Nerolac home painting services and also acquire knowledge on the ill-effects of VOC. One could also visit their website www.nerolachealthyhomes.com for more information. Also, Nerolac fans on the Facebook page will get regular posts on how to decorate the house with healthier and safer paints.
âWe have always encouraged healthy and safer living and with this campaign, we aim at educating consumers of the need to check about VOC content while choosing paints. VOC in paints can be harmful. Also, paints are not just about colour or design, it is a lot more than just beautification. This innovative concept aims at reaching out to the end consumers across strata, be it the painters, architects, interior decorators and consumers. This further strengthens our brand commitment towards creating a safer environment and encouraging the use of safe paints,â said Sukhpreet Singh, Vice-President, Marketing & Sales (Decorative), Kansai Nerolac.
During the painting process VOC evaporates in the air causing health risks such as headaches, nausea, respiratory disorders, dizziness, chest congestion, lung irritation and burning sensation in the eyes, nose and throat. Kansai Nerolac has been a pioneer in developing healthy and safer paints by introducing lead-free paints and further making them low to zero VOC.
Creative Agency:Â Publicis Ambience Creative Head:Â Ashish Khazanchi Creative Team:Â Sohini Dasgupta Account Management:Â Chandan Jha, Nachiket Sant, Sitakshi Talwar Production House:Â Storytellers Director:Â Arun Gopalan Media Agency:Â Lodestar