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Forgiveness is easy with Dulux Superclean

The brand campaign for Dulux Superclean, created by Dentsu Marcom, shows forgiving kids is easy as this paint enables stains to be simply wiped off walls

BestMediaInfo Bureau | Mumbai | May 27, 2014

Click on the image to watch the TVC. Click on the image to watch the TVC.

Dulux Superclean is an advanced and innovative wall paint. The new brand campaign, titled ‘Forgiveness is easy’, has been conceptualised by Dentsu Marcom. It looks at the relationship between a mother and a child which is often challenging but mostly loving. Hitting television screens on May 23, the campaign shows us how forgiveness is easy when there is love involved.

Rajiv Rajgopal, Director, Decorative Paints, AkzoNobel India, said, “Dulux Superclean is the only stain repellent paint in India with a new beading technology which ensures that stains do not form on the walls; instead, they convert into tiny beads which roll off the wall’s surface. The new TVCs target young parents who have a progressive approach to parenting, where they want to provide an uninhibited learning environment to their children. However, being conscious of the look of their homes, they do realise that upkeep of their homes is a big challenge while raising children. With kids at home, one can’t control splashes and spills on the walls; however, with the launch of Dulux Superclean we can leave it to Dulux to fight the stain battles and provide children a nurturing environment to develop and grow.”

Dulux Superclean has recently been voted as India’s ‘Product of the Year 2014’ in the paints category by a consumer survey on product innovation. Co-conducted by ‘Product of the Year’ and Nielsen, it is the largest survey in India. Its promise is to give a stain-free home as any stain simply rolls off it. The 30-second TVCs take the insight from this and present stains as just a part of growing up.

The first TVC opens with a young girl painting at her desk. She tries to open a fountain pen and accidentally spills the ink on the wall. However, instead of getting angry, her mother comes and just wipes off her frown.

The second TVC shows a naughty looking boy eating an ice-lolly. When his mother comes, she notices that he has already stained the wall. He makes up an excuse about how the wall was hungry so he fed him! His mother finds the excuse funny and teases him, instead of scolding. Both TVCs then go on to introduce the product by showing how any stain just rolls off this paint.

The TVCs then compare the Dulux Superclean paint to other paints and show how easy it is to wipe off stains. Both TVCs show that forgiveness can be easy when cleaning is not a problem, so that children can behave like children and parents don't have to lose their temper. Both end with the voiceover saying: “Ab bachchon ko maaf karna aasaan aur deewaroon ko saaf rakhna bhi aasaan” (forgiving children is easy while keeping your walls clean is easier).

Soumitra Karnik Soumitra Karnik

“The brief we got was to present the fact that nothing sticks to it. Our insight was quite simple since we realised that most of the stains in a house are because of children. They play, spill and stain. But if cleaning walls is not a hassle, then parents won't lose their temper at their kids. Therefore, the title ‘Forgiveness is easy’. With this we wanted to show that it is as easy to forgive children as it is to maintain your walls,” explained Soumitra Karnik, National Creative Director, Dentsu Marcom.

The campaign will be extended to the digital media on Facebook, Twitter and YouTube. The ads will also be dubbed in Punjabi, Tamil, Malayalam, Bengali and Gujarati.

The TVCs:




Creative Agency: Dentsu Marcom

Creative Heads: Agnello Dias, Soumitra Karnik

VP: Abhinav Kaushik

Account Planning: Narayan Devanathan, Anand Murthy, Neha Khaneja

Account Management: Jazryk Gill, Sumera Dewan

Agency Producer: Dawa Lama

TVC Director: Deb Medhekar

Production house: Equinox Films

Producer: Lisa D’costa

Music Director: Gaurav Chatterjee


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