Crack-free walls = prosperity, says Dulux

Conceptualised and created by Dentsu Marcom, the campaign relives the Indian cultural sentiment of the need for well-maintained houses as an imperative to attracting wealth

BestMediaInfo Bureau | Mumbai | May 4, 2015

Click on the image to watch the TVC.

Dulux new brand campaign for its brand Weathershield Max takes its 'Crackproof' proposition to the next level. The campaign relives the Indian cultural sentiment, emphasising on the need for well-maintained houses as an imperative to attracting prosperity and wealth. Conceptualised and created by Dentsu Marcom, the ad encapsulates the brand's ability to make houses look 'Door se sundar, kareeb se solid' (aesthetically superior from far and solid up close).

The film opens with a man working peacefully on his laptop in the balcony of his home, when a kid peeps from the boundary wall and questions him on the whereabouts of 'Lakshmi'. The man politely clarifies to the kid that 'Lakshmi' does not reside on his premises. The visits the same man a second time and repeats the question, only to get a reply in the negative. The third time the kid visits and asks about 'Lakshmi', the man gets annoyed and asks the kid to leave his premises and stop bothering him. The kid retorts by saying that 'Lakshmi' will never reside in a house where the exterior walls are enveloped with cracks. Dulux Weathershield Max then solves the man's anxiety and establishes its promise of crackfree exterior walls. The kid resurfaces after the transformation of the house, continuing with his search for 'Lakshmi'. This time, the man joyfully acknowledges the presence not only 'Lakshmi', but 'Shanti' (peace) as well.

Rajiv Rajgopal, Director, Decorative Paints, AkzoNobel India, explained, “Dulux has always believed in enriching the consumer experience of painting homes by providing best-in-class quality and innovative products. This campaign stands as a befitting testimony to Dulux's superior value proposition and consumer-connect. In a country like India that faces extreme weather conditions, Weathershield Max enables homes to withstand the harshness of weather extremities. The campaign strikes a chord with the Indian cultural belief that a well-maintained house brings in good omen and fortune to one's life.”

Agnello Dias

Agnello Dias, Co-founder and Chief Creative Officer, Taproot India, elaborated, “This is an aptly tailored campaign for the Indian audience, who would go to all lengths to attract prosperity into their homes and regard anything that is cracked or broken as inauspicious. Translating the product technology into the campaign, we have made an attempt at subverting this with the fact that only solid performance can guarantee great looks for your home.”

The TVC:

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

Credits:

Company: AkzoNobel India

Brand: Dulux Weathershield Max

Creative Agency: Dentsu Marcom

National Creative Director: Agnello Dias

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