The ongoing festive and the upcoming wedding seasons are likely to bring cheer for paint brands as they expect 35-40% of their annual sales revenue during this period and an uptick of around 20% in sales in the run-up to Diwali, according to the industry estimates.
Riding on a number of initiatives including new products and campaigns, Kansai Nerolac Paints is hopeful for a better growth this year.
To achieve the target, the paint brand has launched a slew of initiatives, including an ultra HD paint among others, a virtual reality-based tool for consumers to reimagine their homes and a jazzed up ‘Ghar ki Raunak’ ad campaign.
The brand is leaving no stone unturned when it comes to offering new products for the consumers and also initiating marketing gimmicks this season. Nerolac has introduced two new products: Ultra HD and Ultrafresh under its flagship brand Nerolac Impressions.
Peeyush Bachlaus, Head of Marketing, Kansai Nerolac Paints, said, “Nerolac Impressions brought the concept of HD finishes or the bright finishes in the category some years back. We have managed to take it a notch up by launching Ultra HD and Ultrafresh under Nerolac Impressions. They both are in the premium category with zero odour. We have launched these products at the cusp of the festive season.”
In order to engage with consumers other than the usual advertising, Kansai Nerolac teamed up with Indian music director Pritam’s musical platform JAM8 to roll out a rendition to Nerolac’s iconic jingle as a song across India. Titled as ‘Ghar Ki Raunak’, it is the first time that the jingle has been recreated into a song.
The ‘Ghar Ki Raunak’ song has been sung in eight regional languages: Hindi, Bangla, Malayalam, Marathi, Punjabi, Telugu, Tamil and Kannada as the brand deepens its connect across audiences. The coming-of-age composition embraces contemporary arrangements and beats while keeping the nostalgia intact.
The song is being released on various OTT platforms, radio channels and social media.
Also, in order to expand its market, the brand has launched its website in seven regional languages for the consumers. Nerolac has also launched a VR-based new tool. The tool will facilitate people to visualise their homes using VR technology at the store counters.
Without divulging the exact marketing spends during the festive season, Bachlaus said it accounted for a significant portion of the overall marketing budget set aside for the year.
The brand has also launched a new corporate brand campaign with Ranveer Singh as the brand ambassador. The campaign has been conceptualised by FCB Ulka,