New campaign by Rediffusion Y&R Kolkata for Berger Paints’ WeatherCoat All Guard shows how the new product helps protect houses from rain damage
Sohini Sen | Mumbai | January 21, 2014
Berger Paints has launched a new campaign for their exterior paint brand, WeatherCoat All Guard. Conceptualised by Rediffusion Y&R, Kolkata, the campaign aims at the Kerala audience and therefore uses a lot of Kerala nuances.
The idea behind the campaign came from the belief that Malayalis are house proud. They build houses and associate their names to the structure. These houses are then known by the name and not by the street address. To make sure that the product resonates with this attribute, Berger Paints had to emotionally connect with the audience.
According to research done by them, rain is considered to be the single biggest threat to the well-being of a house. WeatherCoat All Guard, with its silicon additives, helps keep houses protected from rain and looking fresh.
Suraj Das, Group Product Manager, Berger Paints India, said, “The advertisement is based on the consumer insight that people in Kerala are really proud of their houses. The ad takes this insight and creates a story around a house which after painting with Berger WeatherCoat All Guard has become a landmark in the city. WeatherCoat All Guard has silicon that drives water away and keeps the house looking fresh and resplendent for years to come. It signs off on a note saying ‘Long lasting and beautiful house is an owner’s pride’.”
The story of the film begins with a foreign tourist looking for famous attractions in Kerala. All directions to the tourist are given keeping ‘Aravind alayam’ as a landmark. With so much talk about ‘Aravind alayam’, the tourist is intrigued. On reaching ‘Aravind alayam’, he is mesmerised by the beauty of the house, which is painted by WeatherCoat All Guard exterior paint. The film shows the protected exterior walls of a house which repel the rain water and are bright and resplendent.
The TVC which went on air on January 18 will be showcased across different leading local channels in Kerala like Asianet, Asianet Movies, Surya TV, etc. The ad will run in good frequency so as to reach out to the target audience.
Sanju Menon, Branch Head, Rediffusion YR Kolkata, commented, “The challenge was to energise Berger WeatherCoat All Guard in the Kerala market. Tapping into insights and nuances through extensive interactions with consumers and dealers gave us a peak into the lives of Malayalis. Differentiating the communication from competition through a simple yet humorous story peppered with slices of life from Kerala should help in increasing brand recall in the region.”
Credits: Client: Berger Paints Agency: Rediffusion Y&R Executive Creative Directors: Nilanjan Dasgupta, Piyash Ghosh Branch Head: Sanju Menon Director: Priyadarshan Cinematographer: Thiru Producer: MAD Studios