Kansai Nerolac Paints recently launched an on-ground campaign at the Terminal 1 of the Chhatrapati Shivaji International Airport. The campaign, titled ‘Making our world #AShadeBetter’, utilised the luggage conveyer belt at the airport as the primary media. The aim of the campaign conceptualised and executed by DDB MudraMax was to present the vividness and variety of shades that Nerolac offers.
One of the many conveyer belts present at the airport has been converted to a giant, moving shade card, which gave the passengers a break from the otherwise boring airport surroundings and also allowed them to select their favourite colour for their home or work.
Even though the conveyer belt was a natural choice, to ensure that colour reproduction is as close to real colours of the paints as possible, Nerolac’s team conducted rigorous testing to avoid poor reproduction of colours, smudges on the media and hassle-free functioning of the conveyer belt. After a testing of approximately four months, they arrived at an optimum solution to carry out this activity.
Speaking about the campaign, Peeyush Bachlaus, GM Marketing, Kansai Nerolac Paints, said, “There’s a need to find the consumers where they are instead of trying to reach out to them through conventional means. It is a must to deliver key brand messages on multi-layered platforms which can’t be restrictive in nature. We have continuously endeavoured to innovate brand messaging as well as consumer connect initiatives. This unique OOH installation is a testimony to that. We want our consumers to experience their surroundings and colours in a unique way wherever we can and doing something for the Diwali time passengers seemed to be a right way to kick-start the integration.”
The passengers who experienced the belt on the day of Diwali were in for a surprise as there were gifts waiting for them at the Nerolac Conveyer belt.
Gour Gupta, CEO, DDB MudraMax (OOH, Events & Experiential), “With this activation, we attempted to marry two most beautiful aspects of any celebration – colours and surprise gifts. Nerolac provides a beautiful and wide palette of shades; which was showcased effectively at the conveyer belt. We used Diwali as an occasion to create personal connect with the brand’s consumers. Our intent was to reinstate the width of Nerolac range of colours. We did exactly that, but with an innovative, welcoming twist. It was an interesting and challenging feat – right from getting the shades right, to managing collaborations, operations and overall execution. But the team had as much fun in executing the activity as the passengers had while receiving the gifts.”
Agency name: DDB MudraMax
CEO, DDB MudraMax (OOH, Events & Experiential): Gour Gupta
President, DDB MudraMax, (OOH & Experiential): Sanjay Shukla
Account management: Wilson Rodrigues, Natasha Arora
Creative: Shravan Mairale, Falguni Panchal
Operations: Amit Dubey, Ashish Makwana