By A Correspondent
Kansai Nerolac Paints has launched a new paint product for exteriors – ‘Excel Mica Marble’ as part of Nerolac Excel brand franchise, a leading range of exterior paint products. The product is a one of its kind offering that is an durable UV-resistant water based exterior emulsion.
To highlight these extreme performance attributes of toughness and shine, a TVC featuring cricketers Suresh Raina, Brendon McCullum, Dwayne Bravo and Ravindra Jadeja from the IPL team Gujarat Lions has been launched.
The ad film opens with the foursome enjoying a game of cricket. An old couple is then seen sipping tea on their balcony when a sudden loud thud of a cricket ball hitting the wall of the house interrupts their reverie. This happens to every house in the neighbourhood and the ball damages the exterior paint of the houses causing the paint to peel off. This sends out a wave of panic as homeowners scurry for cover. The houses then, much to the surprise of the viewer spring wheels and transform into trailers that line up behind one lone house. This house and its owner refuse to panic even as it stands guard against the cricketers.
The cricketers take on this house next, but when the ball hits the wall, no damage occurs to the paint and the occupant is unperturbed enjoying the show of skill and even applauding the players.
Speaking about the product, Anuj Jain, Director Decorative Paints at Kansai Nerolac Paints Limited said, “Nerolac has been pioneering innovative and break through products in India and Excel Mica Marble is one such unique product. A part of Nerolac’s Excel range of exterior products, it provides a unique blend of long lasting toughness and smooth finish for home exteriors, a first in India…. The TVC brief was to create an entertaining commercial that underlines the superior performance of the product. We decided to leverage our association with cricket to highlight the product benefits as nothing there is nothing better than sports to showcase the performance of a tough product. The Mica Marble TVC is different from the typical home exterior ads, much like the product!â€
Said Bobby Pawar, Managing Director, Publicis Communications, South Asia:  “The communication challenge before us was very interesting. How could we launch a new innovation in paints while leveraging Nerolac’s sponsorship of the Gujarat Lions? How could we do justice to both, the benefit of the product (that is, the strength of Mica and the gloss of marble) and the celebrity value of the cricketers?  The answer came in the form of a simple idea. Pit the strength of the cricketers against the strength of the Nerolac Excel Mica Marble in an interesting way.â€