Dulux, the decorative paints brand from AkzoNobel India, has unveiled a TVC titled ‘The Glow of Success’ for its flagship brand, Dulux Velvet Touch. It features brand ambassador Farhan Akhtar, who inspires consumers to showcase their achievements through the walls of their homes.
The TV commercial channels the power of simplicity to cut through the clutter with Akhtar’s compelling discourse on an individual’s journey towards achieving success and then proudly displaying it through the glow on the walls of his house. The commercial portrays what the super-premium emulsion, Dulux Velvet Touch, stands for – A partner to help you portray your accomplishments through the beauty of your walls.
David Teng, Cluster General Manager, Decorative Paints, South Asia, AkzoNobel, said, “We all work hard to achieve our dreams and celebrating them with our loved ones is equally important. With this new Dulux Velvet Touch TVC, we hope to motivate our consumers to not just decorate their walls, but to cherish their well-deserved accomplishments and success.”
According to Parth Udia, Head of Marketing, Decorative Paints, AkzoNobel India, “Our consumer understanding has revealed that personal taste and its expression in the beauty of one’s home is intrinsic to how today’s consumers behave. Considering the fact that Dulux Velvet Touch has been closely linked with fashion and aesthetics due to its distinctive positioning, it is a conscious attempt to steer the brand towards a more relatable insight of the users’ desire to portray their achievements. The brand’s journey thus far had helped it position itself strongly on being stylish and creatively inspired; our attempt this time-around was to design a narrative that scored high on relatability. Thus the concept ‘Glow of Success’ was born, highlighting Dulux Velvet Touch’s best-in-class sheen and effectively becoming the chosen brand for those who wish to make their homes glow to match the success they have achieved.”
Explaining the rationale behind the brand campaign, Titus Upputuru, National Creative Director, Dentsu One, said, “There are many milestones on the path to success and Dulux Velvet Touch celebrates their arrival. The protagonist, played by Farhan Akhtar, bares the walls of all the conventional success symbols, choosing instead to portray it through the unique glow offered by the brand. The poetic expression of the voice over is something that we thought would go well with the celebrity’s surname.”
The new creative has been made in Hindi and Bengali and is being aired across general entertainment, movies, lifestyle and news channels.
Client: Dulux Paints (AkzoNobel India)
Creative Agency: Denstu One
Campaign Elements: Television & Digital
CCO: Titus Upputuru, National Creative Director, Dentsu One
Creative Team: Titus Upputuru, Neharika Awal, Auryndom Bose
Account Management: Abhinav Kaushik, Sakshi Singh
Director (of the TVC): Kishore Iyer
Exécutive Producer: Manjeet Bawa
Production House: Nirvana Films
Media Vehicles: Television & Digital
Working title of film: Dulux Velvet Touch- Glow of Success