Berger Paints TVC reverses effects of rain with 'Ulat Palat' theme
Conceptualised by Rediffusion Y&R Kolkata, the objective of the campaign is to break the clutter of the 'truly durable exterior paint' category and give a strong positioning to Berger's 'Weathercoat Allguard'
BestMediaInfo Bureau | Delhi | January 23, 2013
Berger Paints has launched its new ad campaign for its exterior paint brand 'Weathercoat Allguard' with the tagline 'Reverse the effect of rain'. Conceptualised and executed by Rediffusion Y&R Kolkata, the objective of the campaign is to break the clutter of the 'truly durable exterior paint' category and position Weathercoat All Guard as essentially a silicon-based water-resistant paint which has an inherent ability to repel water and thereby prevent the building from dampness, paint film swelling/flaking and fungus/ algae attacks. The communication revolves around the theme of 'Ulat Palat', and shows the protected exterior walls of a house repelling the rain water.
The advertisement uniquely portrays this with the proposition of 'Reverse the effect of rain” where we see rain water reversing from the all the objects and walls of the Weathercoat Allguard “protected” house. The fact Weathercoat Allguard has silicon that pushes water away thereby keeping the house looking fresh and fungus-free for years serves as the 'reason to believe' (RTB) for the ad.
Research indicates that all across the country, water/rain is considered to be the single biggest threat to the well being of a house. The perception has arisen out of collateral damages like dampness, seepage, swelling, fungus and algae formation that water creates.
Suraj Das, Group Product Manager, Marketing Berger Paints, said, “Consumer research shows that water is considered to be the singular biggest threat to the well being of a house. Weathercoat Allguard addresses this basic issue with its silicon additive that repels water from the wall surfaces. The new advertisement captures this idea with an interesting and innovative proposition of 'Reverse the effect of rain' or 'Palat do Baarish ka Asar.'”
The campaign is targeting Sec A1: Male 30-50 years house owners in metros and mini metros. House owners can either own independent house set or a flat in a gated community. The latter TG has been brought in as they are part of the “purchase committee” of a society who decide on the exterior paint brand in consultation with the contractors, especially in places like Mumbai, Gurgaon and Bangalore.
The TVC will be supported by an integrated marketing campaign with a 360° approach. Brand propagation will be done through electronic media (national and regional) reinforced at the ground level by outdoor. The commercial will also be aired on “neo conventional” medium like radio and “non-conventional” medium like the Internet. Brand activation would be done at various touch-points in critical markets. It includes product demonstrations and consumer allurements.
Nilanjan Dasgupta, Creative Director, Rediffusion Y&SR Kolkata, explaining the concept, said, “The idea is to extend the platform of 'reverse the effect of rain' to something more relatable and enjoyable. 'Ulat Palat' is a catch phrase that summarises the idea and brings out the magical element in the film.”
The 30-second TVC was filmed in Madh Island in Mumbai, using high-speed cameras. The entire production was tricky as it needed to be precise enough to look elegant when seen in slow motion. The visualisation of rain being repelled (rain moving upwards) was achieved by reversing the entire footage, which required all characters to act in reverse to be in sync when the film was reversed.
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