AkzoNobel, a leading global Paints and Coatings company and maker of Dulux Paints in India, released a new TVC campaign titled âDouble Protectionâ 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, âWeâre 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 â 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 Indiaâs homes from its unique and extreme climatic conditions.âÂ Â
The Ad film starts with a boy and girlâs parents meeting on the lawns of the boyâs house. The boyâs father talks about his sonâs 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-lawâs pride by pointing towards the cracks and fungus on the walls by saying âPar Daddyji, Ghar toh aapka chauthi fail lag raha Haiâ. 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, âAb laga raha hain Double MA ka ghar!â
Titus Upputuru, National Creative Director, Dentsu One, said, âWeathershield 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 ownerâs credentials â thatâs the message we wanted to bring through this quirky execution starring Boman Irani.â
Irani said âI 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.â
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 todayâs tech-savvy, smart consumers through a humorous narrative.
Campaign Elements: TVC, Print, Outdoor, Digital, CinemaÂ
Client: Akzo Nobel India
Creative Agency: Dentsu One
National Creative Director: Titus UpputuruÂ
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 LamaÂ
Director (of the film): Hemant Bhandari
Directorsâs Assistant & Chief AD: Debanjolie Bhattacharjee
Producer: Abhishek Notani
Associate Producer: Aditya Gupta
Production House: Chrome Pictures
DOP: Anuj Dhawan
Music: Siddhant Mago & Mayank Mehra