The TVC, conceptualised and executed by Dentsu-Taproot, shows the gravity defying fashion trends which are now within reach Sohini Sen | Mumbai | September 18, 2013
AkzoNobel has just unveiled its latest Dulux Velvet Touch collection – ‘Fashion trends for walls’ – through a brand campaign that celebrates the stylised expression of elegance. The new Velvet Touch is Dulux's offering of high-end emulsions (decorative paints), inspired by fashion. The range includes colours, patterns, finishes and stencils for decorating walls, revitalising the aura and essence of your home.
The integrated campaign includes print, TV and digital. While the TVC, conceptualised by Taproot, features Farhan Akhtar, the print campaign will see creative partner and ace fashion designer Manish Malhotra who has especially designed a signature wall décor collection themed around ‘Celebrations’. A cross-country outdoor activation programme will also be organised. A limited edition coffee table book that bespeaks the transformative power of colour – leveraging its innate ability to elevate home decor – will be launched as well.
The creative conception and execution of the TVC was led by Agnello Dias, co-founder and CEO of Taproot India and the team at Dentsu-Taproot. The 45-second TVC opens with brand ambassador Farhan Akhtar hosting a party. As he greets the guests, a model walks into the room and manages to climb the wall. More models follow and a fashion show is performed on the wall – defying gravity. The thought behind it is to portray the gravity defying fashion for your walls. The voiceover announces: ‘If it's on your mind, it's on your walls.’
The company has further strengthened it positioning by unveiling the symbolic global colour mnemonic, ‘Lady in Red’, which will be integral to all marketing initiatives of the ‘Fashion Trends for walls’ campaign.
Rajiv Rajgopal, Director – Sales & Marketing, Decorative Paints, Akzo Nobel India, said, “Over the past three decades, Dulux Velvet Touch has emerged as India’s leading premium emulsion brand and has created a distinct positioning for itself in home décor. ‘Fashion trends for walls’ is more than just a brand positioning, it embodies a mindset that is true to today’s dynamic consumers who look at homes as stylised expressions of elegance and living, enabling them to express their individualistic, creative instincts. The newly unveiled collection by Dulux Velvet Touch is designed to make homes look trendy.”
The TVC brings alive the concept of fashion inspired walls by literally portraying fashion trends on the walls, that are inspired from the new Dululx Velvet Touch range.
Agnello Dias said, "The new idea for Dulux Velvet Touch is based on décor trends that have been inspired from the world of fashion. Visually, the TVC transports the viewer into a world of high-end fashion connecting how these trends can be relevant for our homes. To literally have a catwalk on the walls of a house is an intriguing concept and a high caliber visual effects team was involved in making it come alive.”
Talking about his signature wall décor collection for Dulux Velvet Touch, fashion designer and creative partner for Dulux Velvet Touch, Manish Malhotra, said, “’Celebrations' is a theme that every individual relates to. Be it an auspicious moment or simply celebrating the essence of life and living. Dulux has been giving families across India a chance to paint the canvas of their homes with various colour combinations, finishes and patterns of their choice. My latest collection has been successfully inspired from my work in the Indian cinema. Cinema is all about colour, fashion and style and my latest wall décor collection ‘Celebrations’ echoes that verve just perfectly.”
Dulux Velvet Touch ‘Celebrations’ is a designer ensemble for walls, a celebration of lively festive colours, embroidery work and Indian textiles inspired from Manish’s successful works in fashion and the Indian cinema.
According to Farhan Akhtar, “To me fashion is a lot more than clothes and cars. It can even be about the home one lives in and that’s exactly what Dulux has been doing for the past many years with its Velvet Touch range – giving homes and those who live in them, a medium to express themselves creatively and be fashionably stylish. That is one of the key reasons why I identify with Dulux Velvet Touch and I am delighted to be associated with the leading premium emulsion brand. The new collection with its versatile hues and textures has energised me to stylise my home.”
Credits: Creative Agency: Dentsu-Taproot Creative Head: Agnello Dias Copywriter: Agnello Dias
VP & Client Services Director: Abhinav Kaushik Account Planning: Narayan Devanathan, Anand Murthy, Neha Khaneja TVC Director: Vinod P Vijay Art Director: Shanshank Tere Producer: Shabbir Motiwala Music Director: Samirudin