Berger Easy Clean: Wall stain, not a pain

The new TVC shows how stains can be easily cleaned off walls painted with Easy Clean, accompanied by its tag line 'No Daag No Dhabba, Only Beautiful Walls'

BestMediaInfo Bureau | Mumbai | November 21, 2014

Click on the image to watch the TVC.

Berger Paints has come out with an ad campaign to promote its premium emulsion paints which can clean stains easily. The ad, conceptualised by Lowe Lintas, portrays how walls get unavoidably stained in the daily course of life and can be cleaned easily if they are painted with Easy Clean paint.

The objective behind the ad campaign is to be outstanding in the washable interior paint category and position Easy Clean as a luxury emulsion that has been substantiated with Cross Linking Polymer (CLIP) technology, which forms a non-permeate membrane. This does not allow the micro-particles to enter inside the paint film, making it easy to clean.

DK Guha, Executive Director, Lowe Lintas, said, “The new Berger Easy Clean TVC is all about the ease with which one can keep walls clean no matter how stubborn the stain. Through a depiction of typical Indian lifestyles, showing the range of stains that the common Indian home has to tackle, without losing touch with ground realities, it's the simplicity of the idea that makes the benefit come through in a compelling manner. The message is clear - with Berger Easy Clean, you can live life the way you like, without having to worry about the beauty of your walls.”

The agency said that staying in a house and not staining the walls is completely unavoidable. The problem occurs when the house-maker has to clean the walls of the house. The only solution is to change the paint to Easy Clean.

The ad begins by showing a mother cleaning a part of the wall hidden behind a picture. It's the area her kids have been using to measure their heights. Then, a girl is seen exercising, leaving footprints on the wall. In another home, a maid carelessly puts her soiled hands on the wall, while talking on the phone, and is caught in the act by the home owner. In all the instances, the women appear calm and are not seen fretting over the stains because the walls are painted with Berger Easy Clean. The TVC ends with the brand's tag line 'No Daag No Dhabba, Only Beautiful Walls'.

The brand is being promoted with a special south focus. The TVC is being aired across Malayalam channels like Asianet, Asianet Plus, Surya, Asianet Movies, Kiran TV, Asianet News, Reporter TV and Mathrubhumi News, and also through new Malayalam movie releases. The video is being played on the digital medium too.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Berger Paints India

Brand: Berger Easy Clean

Creative Agency: Lowe Lintas

Creative Director: Ankush Pande

Sr. Brand Services Director: Celine Pinto Lobo

Production House: Nineteen Films

Director: Rahul Sen Gupta

Info@BestMediaInfo.com

Info@BestMediaInfo.com