Dulux launches Weathershield Powerflexx with a TVC featuring Boman Irani

AkzoNobel, a leading global Paints and Coatings company and maker of Dulux Paints in India, released a new TVC campaign titled ‘Double Protection’ to mark the launch of next-generation Dulux Weathershield Powerflexx, an innovative and category-leading premium exterior paint.

Conceptualised by Dentsu One, the new TVC featuring Bollywood actor Boman Irani aims to establish the superior product credentials of the next generation offering of Dulux Weathershield Powerflexx that provides protection against constant corrosive and damaging impact of the weather on the back of breakthrough technologies.

After the immensely successful launch of Dulux Weathershield Powerflexx using the Nature Challenge campaign, Dulux is raising the bar by offering consumers a revolutionary product which offers 2X protection to the exteriors of their home.

Rajiv Rajgopal, Managing Director, AkzoNobel India, said, “We’re experts in the proud craft of making paints and coatings, setting the standard in colour and protection. That means innovation really is at the heart of everything that we do. We have introduced the next-generation Dulux Weathershield Powerflexx that offers 2X better protection – a superior product performance for home exteriors. The new TVC highlights the functional benefits of this technologically advanced exterior wall paints that has been especially designed to protect India’s homes from its unique and extreme climatic conditions.”  

The Ad film starts with a boy and girl’s parents meeting on the lawns of the boy’s house. The boy’s father talks about his son’s double MA degree and how his English skills help him in solving daily life issues. While the conversation continues, the girl punctures her would-be father-in-law’s pride by pointing towards the cracks and fungus on the walls by saying “Par Daddyji, Ghar toh aapka chauthi fail lag raha Hai”. The scene cuts to the product window which compares ordinary exterior paints with the double protection features of Dulux Weathershield Powerflexx. The film ends with the would-be father-in-law exclaiming at the newly painted house, “Ab laga raha hain Double MA ka ghar!”

Titus Upputuru

Titus Upputuru, National Creative Director, Dentsu One, said, “Weathershield Powerflexx exterior paint of Dulux is doubly qualified to protect the exterior walls against fungus and cracks. We just wanted to juxtapose these credentials against those of an owner of the house. People usually pride themselves on the number of degrees and diplomas that they hold. The TVC punctures the pride by pointing to the condition of the walls. A house should match up to its owner’s credentials – that’s the message we wanted to bring through this quirky execution starring Boman Irani.”

Irani said “I had great fun being part of the Dulux campaign. Commercials with interesting characters are always a joy to play. The brand has an interesting product that attacks the age-old problem of fungus and cracks on a house and offers double protection. I hope people enjoy the commercial and find a solution in the product.”

Weathershield Powerflexx offers two times more elasticity making the paint two times better at preventing hairline cracks than any standard exterior paint. It also offers two times longer fungal protection to home exteriors with Smart Release technology which enables gradual release of film preservatives to ensure anti-fungal protection lasts twice as long as any premium exterior paint. The current campaign conveys this message of superior performance to today’s tech-savvy, smart consumers through a humorous narrative.

The TVC:

Credits:

Campaign Elements: TVC, Print, Outdoor, Digital, Cinema 

Client: Akzo Nobel India

Creative Agency: Dentsu One

National Creative Director: Titus Upputuru 

Creative Team: Titus Upputuru, Auryndom Bose, Neharika Awal, Timothy Rufus, Deepali Aggarwal

Planning Team: Anand Murty, Samik Chatterjee

Executive Vice President, Account Management: Abhinav Kaushik

Account Director: Geetika Prabhakar

Sr. Account Executive: Himani Sachdeva

Associate Vice President, Films: Dawa Lama 

Director (of the film): Hemant Bhandari

Directors’s Assistant & Chief AD: Debanjolie Bhattacharjee

Producer: Abhishek Notani

Associate Producer: Aditya Gupta

Production House: Chrome Pictures

DOP: Anuj Dhawan

Music: Siddhant Mago & Mayank Mehra

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