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Farhan Akhtar shows how Dulux Weathershield Powerflexx challenges nature’s fury

Conceptualised by Taproot Dentsu, the TVC showcases the paint brand’s ability to protect homes from harsh weather conditions

BestMediaInfo Bureau | Mumbai | September 27, 2016

Farhan-Akhtar-Dulux Click on the Image to watch the TVC.

Conceptualised and created by Taproot Dentsu Communications, the latest commercial for Dulux, the flagship paint brand from AkzoNobel, encapsulates the brand’s ability to protect home exteriors from nature’s fury owing to its double defence technology. The campaign shows a house mounted on a trailer truck travelling through various terrains while exposed to extreme weather conditions. It shows how the walls protected by Dulux Weathershield Powerflexx withstand such weather and remain unblemished.

Bollywood actor Akhtar tests the strength and durability of Dulux Weathershield Powerflexx against harsh conditions of nature and its ability to protect homes. In the commercial ‘Nature Challenge,’ the premium exterior emulsion Dulux Weathershield Powerflexx was shown to offer unbeatable exterior wall protection that stays intact for up to 10 years.

The pan-India campaign caters to the needs of consumers who desire unmatched protection in their homes. Dulux Weathershield Powerflexx is scientifically formulated with unique technology offering the best in class quality, international standards and innovative features.

Rajiv-Rajgopal Rajiv Rajgopal

Rajiv Rajgopal, Director-India and South Asia Cluster, Decorative Paints, AkzoNobel, said, “We are dedicated to creating everyday essentials to make people’s lives more liveable and inspiring. Innovation sits at the heart of what we do. Whether we are developing new products or services, we are focused on making life easier for our customers, as well as contributing to their success. This campaign stands as a befitting testimony to the superior value proposition of Dulux with best in class and international quality. In a country like India that faces extreme weather conditions, Weathershield Powerflexx enables homes to withstand the harshness of weather extremities. With the latex of the paint stretching up to seven times more than any other premium exterior paint; this technological wonder enables exceptional performance and benefit to the consumer.”

Featuring for the first time in a TVC for an exterior product for Dulux, Akhtar said, “In today’s time aesthetics and protection go hand in hand. We need products that deliver outstanding durability and safeguard our homes, making them season-proof. Rains have always played havoc on the exteriors of any house. Living in Mumbai that experiences heavy rainfall, I understand this extremely well. This particular product has rain and crack-proof properties that shields homes against such damage and keeps the exterior walls in pristine condition.”

Mayuresh Dubhashi Mayuresh Dubhashi

Mayuresh Dubhashi, Creative Director, Taproot Dentsu, said, "To just make a claim is not as difficult as proving it. In the world of exterior paints, where every second player claims to provide all-round protection, Dulux Weathershield Powerflexx had to stand apart and comprehensively prove its superiority. So we chose the difficult path, and decided to prove that it is the best exterior paint in the market. And that is why the regular demo was made hyper, a house painted with Weathershield Powerflexx was mounted on a trailer truck, and the trailer driven across the country. The whole setup was taken to places of extreme heat and extreme rain to prove one simple point -- that this paint can truly wither all weathers. And it exactly did that."

The campaign begins with Akhtar speaking into the camera and walking across a house being painted. He talks about the benefits of Dulux exterior paint. He tells that the house will be taken to various places to be tested and will show that it can resist all weather conditions.

Social media and popular online video platforms such as Facebook, Instagram and Twitter will be leveraged to maximise reach and educate consumers about the product. The campaign is being accelerated across these channels based on consumer behaviour and purchasing pattern. This targeted approach is aimed to amplify the benefit of Dulux Weathershield Powerflexx.

The TVC:

[youtube]https://www.youtube.com/watch?v=X0nt6ozdp2k[/youtube] 

Credits:

Company: AkzoNobel India

Brand: Dulux Weathershield Powerflexx

Creative Agency: Taproot Dentsu Communications

Creative Director: Mayuresh Dubhashi

Director: E Suresh

Production House: Eeksaurus

Info@BestMediaInfo.com

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