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Dulux Velvet Touch seeks to give walls a touch of fashion

Created by Taproot Dentsu Communications, the integrated campaign turns the spotlight on the brand’s ability to translate fashion on to walls

BestMediaInfo Bureau | Delhi | April 2, 2015

Dulux-Velvet-Touch Click on the image to watch the TVC.

Dulux, the flagship decorative paints brand from Akzo Nobel India, has rolled out an integrated brand campaign for Dulux Velvet Touch, named ‘Fashion Trends for Walls’. The integrated campaign, featuring brand ambassador Farhan Akhtar, turns the spotlight on the brand’s ability to translate fashion on to walls.

Explaining the rationale behind the brand campaign, Rajiv Rajgopal, Director, Decorative Paints, Akzo Nobel India, said, “Being an international premium brand with a distinct legacy and lineage, Dulux’s strengths resides in its immense understanding of colours and maintenance of high standards of quality. The new campaign is aimed at reflecting Dulux’s core values of providing best in class interior solutions that support customers in making their homes stylish and establishing an iconic level for Dulux Velvet Touch.”

He further said, “With Dulux Velvet Touch being at the heart of the campaign, its brand ambassador Farhan Akhtar has given life to this television commercial. The TVC is strongly flanked by print and outdoor advertisements, and active engagement through digital touch points and in-store solutions. As a brand ambassador, Farhan embodies the Dulux Velvet Touch’s core position of self-expression and style.”

The new Dulux Velvet Touch ad begins with Farhan Akhtar looking up at a vast white wall, followed by shots of people from different walks of life; all looking at dull interior walls. As the background music builds up, Farhan is seen happily dipping a brush into a rich blue can of Dulux Velvet Touch paint. The next shot captures a jockey on a horse smearing metallic gold paint on a wall, a stylish disc jockey dipping her LP records in a bright yellow paint can before swirling it on the wall, followed by a shot of three women throwing pearls (emerging from Dulux Velvet Touch paint cans) on the walls. As the pace of the music picks up further, the people painting their walls get into action, successfully making their walls wear their own style.

Agnello Dias Agnello Dias

Agnello Dias, Co-Founder & Chief Creative Officer, Taproot Dentsu Communications, elaborated, “The ‘Fashion Trend for Walls’ campaign of Dulux Velvet Touch has been catering to an audience that is not afraid of flaunting style. Beyond the colours and vibrancy, there lies a hidden meaning in each colour at the core of Dulux. These colours define a person’s individuality, and Dulux provides a medium of expression to these individuals. Just as fashionistas set trends in the world of fashion, Dulux Velvet Touch empowers consumers to discover their style and wear it on their walls.”

The TVC:



Company: Akzo Nobel India

Brand: Dulux Velvet Touch

Creative Agency: Taproot Dentsu Communications

National Creative Director: Agnallio Dias and Soumitra Karnik

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