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Nerolac Excel goes larger than life with an umbrella and SRK

Conceptualised by Publicis Ambience, the TVC shows how non-users must resort to uncanny methods for protecting their house from the rains

BestMediaInfo Bureau | Mumbai | August 8, 2013
Click on the image to watch the TVC.

Kansai Nerolac Paints has just unveiled a new campaign for its exterior paint brand Excel. The paint from one of India's leading paint companies is known for its weather defence formula in extreme weather conditions.

The TVC, which was launched on August 2, opens with a humongous umbrella being carried around the country. The locations change from Jodhpur to Kerala. It is finally shown being transported to a house in Kerala where the umbrella is used to cover the whole house from the rain. As amused pedestrians gather to gaze at the spectacle, brand ambassador Shah Rukh Khan is shown as one of the onlookers. He explains that for those who do not have the protection of Nerolac Excel, they will have to report to such uncanny ways of protecting their house against rain, while for the users of Excel the paint itself is enough. Conceptualised by Publicis Ambience, the film clearly portrays the selling point of the product –the ability to withstand strong and diverse weather conditions, from the scorching heat of Jodhpur to the torrential rains of Kerala. “Excel is a revolutionary product which is best suited for extreme tropical conditions of high rainfall, humidity and heat. Protection for exteriors has appeared as a major concern for people today. Based on this insight we have tried to showcase the length to which people go to protect their exteriors in a subtle satirical tone,” said Sukhpreet Singh, Vice-President of Marketing & Sales (Decorative), Kansai Nerolac Paints.

“Shah Rukh Khan has fronted a series of strategic marketing campaigns for the company and is a name synonymous with Nerolac. Our association has grown stronger over the years with SRK lending his own persona to the brand,” Singh further said.

From the agency side, Ashish Khazanchi, till recently National Creative Director at Publicis Ambience, said, “Based on the brief of highlighting the weather defense formula of Excel; we conceptualised the idea of incorporating a larger than life umbrella as a metaphor for protection. The film follows a realistic approach capturing the expression and reaction of the locals on witnessing the umbrella which is aesthetically interwoven with the scenic rustic beauty of the locations.” The 360-degree campaign has been extended to print ads, radio and digital campaigns. The TVC has also been dubbed in Malayalam, Tamil, Telugu and Bengali and is currently being aired across all national channels. The ad is directed by Eric Morales and produced by Earlyman Film.

The TVC:

[youtube]http://www.youtube.com/watch?v=IY-tOQjRtb4[/youtube]

Credits: Client: Kansai Nerolac Paints Creative Agency: Publicis Ambience, Mumbai Ex-National Creative Director: Ashish Khazanchi Production House: Earlyman Film Director: Eric Morales Producer: Anand Menon

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