Conceptualised by Publicis India, the TVC with brand ambassador Shah Rukh Khan provides a side-by-side perception demo to bring out the difference
BestMediaInfo Bureau | Mumbai | April 23, 2014
Kansai Nerolac Paints, one of India’s leading paint companies, is aiming to redefine the Indian interior paint segment with the introduction of a first-of-its-kind high definition (HD) paint technology. Nerolac Impressions is the first range of premium interior emulsions in India that now comes with a ‘high definition’ colour technology.
To showcase the new product and its value proposition, Kansai Nerolac has unveiled a campaign comprising a breakthrough TVC and digital campaign, conceptualised by Publicis India. Nerolac reinvents its positioning through a new creative punchline: “Jab Nerolac Impressions ka HD Paint lagega, toh ghar ke saath aapka bhi Impression badhega!”
Enhanced with micro-embedded brightness boosters (MEBB's), Nerolac Impressions’ range of interior emulsions now offers a sharper look and superior finish. This technology makes the color of your walls look far brighter, richer and cleaner than any other standard emulsion. Nerolac reinforces the concept of HD coalescing it with Paints which makes colors come alive on your wall.
“High Definition has become synonymous with our lifestyle today. Based on this insight, we aim to extend this technology to homes as well through HD Paints. Having launched several innovative products under the Impressions brand in the past we hope to provide customers with a larger than life experience and take our offerings to the next level,” said Anuj Jain, Director (Decorative), Kansai Nerolac Paints.
Bobby Pawar, Director & Chief Creative Officer, South Asia, Publicis Worldwide, said, “We wanted to change the conversation that the category leader was having, and we had a product that could do that. So for Nerolac Impressions HD paint we shifted the conversation from emotions and the effect of the colour on relationships to the impact a great paint can have on the perceived value of your home and you. A great way to do it was a side-by-side perception demo.”
The entire campaign is based on the insight of ‘how one's home is an extension of one's lifestyle and personality’. To reinforce this message, the TVC features brand ambassador Shah Rukh Khan, highlighting the difference between Nerolac Impressions HD Paint and standard definition paint. It uses the humour element to subtly showcase how individuals living in HD homes vis-a-vis standard definition homes are perceived. These HD paints replicate the colour quality difference one would observe between a standard definition TV and a high definition TV.
The film is also dubbed in Hindi and other regional languages and is currently being aired across all national channels.
Creative Agency: Publicis India
National Creative Director: Bobby Pawar
Films: Jignesh Maru
Production House: Apostrophe Films
Director: Koushik Sarkar