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Kansai Nerolac highlights HD effect

Conceptualised by Publicis Ambience, the TVC is based on the insight that 'one's home is an extension of one's lifestyle and personality'

Kansai Nerolac highlights HD effect

Conceptualised by Publicis Ambience, the TVC is based on the insight that 'one's home is an extension of one's lifestyle and personality'

BestMediaInfo Bureau | Delhi | September 23, 2014

Kansai-Nerolac Click on the image to watch the TVC.

Kansai Nerolac has rolled out a new commercial featuring its brand ambassador Shah Rukh Khan. The ad is the second edition of the TVC launched early this year that aims at highlighting the new ‘High-Definition’ technology used in the paint. Conceptualised by Publicis Ambience, the campaign showcases the product’s value proposition through a breakthrough TVC and digital campaign.

With High-Definition becoming synonymous with our lifestyle today, the entire marketing campaign is based on the insight that 'one's home is an extension of one's lifestyle and personality'. The ad showcases altered situations which use humour to subtly capture 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 45-second TVC, which went on air on September 19, starts with Shah Rukh Khan comparing two houses – one painted with standard paint and the other with Nerolac Impression with HD technology. From a layman’s perspective both the houses are similar in terms of their size, colour and furnishing. Basically the TVC focuses on the fact that only the paint on the wall makes the transformation in perception of the house and its owner. The gentleman is seen telling Khan that it seems colourful, ‘page 3’ type people live in the HD painted house while ‘black and white’ people live in the standard painted house. Again the man says that the day starts with peace in the HD painted house while a girl is seen on screen doing yoga and in the standard painted house the day starts with so much noise that awakes the whole locality while showing a man who tries hard to sleep. Next, the TVC shows that the man says the dogs are disciplined and well behaved in the HD painted house and the standard painted house has ’14 injection wala’ dog. Finally, the TVC ends with Shah Rukh Khan saying “Ab ye toh clear hai jab Nerolac Impressions ka HD colour lagega toh ghar ke sath sath aapka bhi impression badega.”

Yatnesh Pandey Yatnesh Pandey

Yatnesh Pandey, Chief Marketing Manager, Kansai Nerolac Paints, said, “Our endeavour has been to provide our customers a larger than life experience by revolutionising our products. ‘High Definition’ paints is one such innovation the company has been proud of and we have received an encouraging feedback from our customers. With more and more people opting for HD vis-à-vis standard technology across categories, we thought of extending the HD painting experience to homes through our new TVC.”

Bobby Pawar Bobby Pawar

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 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 film is also dubbed in Hindi and other regional languages and is currently being aired across all national channels. The product is now available at all Nerolac retail outlets across India.

The TVC:

[youtube]https://www.youtube.com/watch?v=EWdVm5ieYeI[/youtube]

Credits:

Client: Kansai Nerolac Paints

Creative Agency: Publicis Ambience

Chief Creative Officer: Bobby Pawar

Films: Jignesh Maru

Production House: Apostrophe Films

Director: Koushik Sarkar

Producer: Hamesh

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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