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Tag: Dulux

  • Conceptualised by Mullen Lintas, the TVC features Mrunal Thakur and Ronit Roy

    Dulux paints new TVC campaign

     

     

    AkzoNobel, the maker of Dulux Paints in India, has released a new campaign for Dulux Velvet Touch – its flagship ultra-luxury interior emulsion brand.

     

    Conceived by Mullen Lintas Delhi, the campaign hinges on a woman’s need for autonomy of space to underline the product superiority of Dulux Velvet Touch.

     

    Said Rajiv Rajgopal, Managing Director, AkzoNobel India: “Dulux Velvet Touch epitomises the best quality of decorative paint. As Indian consumers are increasingly spending more time rejuvenating their homes, walls have become a canvas of self-expression. Dulux India is now further empowering consumers to flourish through colours. We’re delighted to present the all new Dulux Velvet Touch with the Tru Color technology. This is our promise of intense rich colours with ultra-smooth finish so that every living space paints a narrative as progressive as today’s consumers and ‘Feels like Home’.”

     

    Added Garima Khandelwal, CCO, Mullen Lintas: “Dulux Velvet Touch wanted to own new conversations in relationship dynamics as we make a comeback in the consumer’s mindspace, carving a contemporary space for the brand. The need for autonomy or the question to why it’s sought by a young independent woman was a fresh conversation with home at the centre of it. It was a collaboration of the right talent coming together that touches the right note.”

     

  • The TVC encapsulates the brand's ability to protect home exteriors from nature's fury, owing to its double defense technology

    Farhan Akhtar highlisghts advantages of latest Dulux offering

    By A Correspondent

     

    Farhan Akhtar tests the strength and durability of Dulux Weathershield Powerflexx against extreme conditions of nature and its ability to protect consumers’ homes. In the latest TV commercial by Dulux – ‘Nature Challenge’, the premium exterior emulsion Dulux Weathershield Powerflexx was shown to offer unbeatable exterior wall protection that stays intact for up to 10 years thus protecting your homes against extreme conditions of nature for a longer time.

     

    Conceptualised and created by Taproot Dentsu Communications, the TVC encapsulates the brand’s ability to protect home exteriors from nature’s fury, owing to its double defense technology. The campaign shows a house mounted on a trailer truck travelling through various terrains while exposed to extreme weather. It also emphasizes how the walls protected by Dulux Weathershield Powerflexx withstand challenging weather effectively and remain unblemished.

     

    Social media and popular online video platforms such as Facebook, Instagram and Twitter will be leveraged to maximise reach and educate consumers about the product.

     

    Said Rajiv Rajgopal, Director-India and South Asia Cluster, Decorative Paints, AkzoNobel: “We are dedicated to creating everyday essentials to make people’s lives more liveable and inspiring. Innovation sits at the heart of what we do. Whether we are developing new products or services, we are focused on making life easier for our customers, as well as contributing to their success. This campaign stands as a befitting testimony to the superior value proposition of Dulux with best in class and international quality. In a country like India that faces extreme weather conditions, Weathershield Powerflexx enables homes to withstand the harshness of weather extremities. With the latex of the paint stretching up to seven times more than any other premium exterior paint; this technological wonder enables exceptional performance and benefit to the consumer.”

     

    Added Mayuresh Dubhashi, Creative Director, Taproot Dentsu: “To just make a claim is not as difficult as proving it. In the world of exterior paints, where every second player claims to provide all-round protection, So we chose the difficult path, and decided to prove that it is the best exterior paint in the market. And that is why the regular demo was made hyper, a house painted with Weathershield Powerflexx was mounted on a trailer truck, and the trailer driven across the country. ”

     

     

  • Dulux Velvet Touch's Fashion Trends is an offering of high-end emulsions (decorative paints)

    Dulux Velvet Touch’s new campaign redefines wall decoration

    By A Correspondent

     

    Dulux, the flagship decorative paints brand from AkzoNobel India announced the launch of its integrated brand campaign for Dulux Velvet Touch named ‘Fashion Trends for Walls’. The integrated campaign featuring brand ambassador, Farhan Akhtar turns the spotlight on the brand’s ability to translate fashion on to walls. Dulux Velvet Touch’s Fashion Trends is an offering of high-end emulsions (decorative paints).

     

    Explaining the rationale behind the brand campaign, Rajiv Rajgopal, Director, Decorative Paints, AkzoNobel India said, “Being an International premium brand with a distinct legacy and lineage, Dulux’s strengths resides in its immense understanding of colours and maintenance of high standards of quality. The new campaign is aimed at reflecting Dulux’s core values of providing best in class interior solutions that support customers in making their homes stylish and establishing an iconic level for Dulux Velvet Touch.”

     

    He added, “With Dulux Velvet Touch being at the heart of the campaign, its Brand Ambassador, Farhan Akhtar has given life to this television commercial. The TVC is strongly flanked by print and outdoor advertisement, and active engagement through digital touch points and in store solutions. As a brand ambassador, Farhan Akhtar embodies the Dulux Velvet Touch’s core position of self-expression and style.”

     

    Agnallio Dias, Co-Founder & Chief Creative Officer, Taproot Dentsu Communications, Taproot Dentsu says “The Fashion Trend for Walls campaign of Dulux Velvet Touch has been catering to an audience that is not afraid of flaunting style. Beyond the colours and vibrancy, there lies a hidden meaning in each colour at the core of Dulux. These colours define a person’s individuality and Dulux provides a medium of expression to these individuals. Just as fashionistas set trends in the world of fashion, Dulux Velvet Touch empowers consumers to discover their style and wear it on their walls.”

     

  • Where I feel a little let-down is in the execution. The thought is there, the passion is missing

    Debrief: Dulux: Needs a dose of passion

    By Anil Thakraney

     

    So, it appears that the ad world having finally discovered young Farhan Akhtar, it’s time for this ‘new cool’ actor/director to strike it rich. He’s all over the place these days. However, I must say the Dulux guys, for their Velvet Touch brand, have used Akhtar a little more effectively in their new ad.

     

    The commercial equates an individual’s ideology and attitude with the colour he/she chooses for the wall. Akhtar plays the anchor and delivers the voiceover as poetry, and this he does well. So there’s a rock-star wannabe who opts for the red shade. An environment-friendly architect settles for green. And so on.

     

    I like this approach. Because it strikes at the core of what a consumer really wants from his/her paint, after the tangible factors are in place (reliability, durability, wash-proof paint, etc). Which is that the colour on the wall must in some way reflect the resident’s personality. (I, for one, am very serious about painting my walls deep black, the only thing that stops me is I am may not be able to spot a visiting cockroach!) In this context, Dulux is on the right track.

     

    Where I feel a little let-down is in the execution. The creative hasn’t done justice to the idea of a shade matching the person’s desires and ambitions. They haven’t been able to take the concept to a higher emotional plane, this looks like half-baked creative. The thought is there, the passion is missing. I can visualise stunning, engaging ads using the play of human beings and colour, with or without the services of Farhan Akhtar.

     

    [youtube width=”400″ height=”220″]http://www.youtube.com/watch?v=gMrvbl6oEbo[/youtube]

    Rating: (On a scale of 1-5): 2.5 Good idea, needs to be fleshed out.

     

  • Several marketers are now waking up to the potential of small screen stars as brand endorsers

    Big brands use TV stars to connect with masses

    By Rajiv Singh

     

    Now, Malhotras can raise a toast. After gulping down countless cups of tea during umpteen meetings over the last few months, this middle class family in North West Delhi has finally found a ‘perfect’ match for their son. Rashmi, their prospective daughter-in-law, is not only beautiful but also has a pet name ‘Toasty’ – something that instantly clicked with the Malhotras.

     

    Reason: The other Toasty they know is a lovable daughter-in-law, played by Aishwarya Sakhuja in Sony’s TV fiction Saas Bina Sasural, who keeps her family together. “I am sure Rashmi has similar qualities like Toasty,” said an elated Mrs Malhotra.

     

    Malhotras are not alone in getting influenced by serial characters. There are thousands of such people across the country. And several marketers are now waking up to the potential of small screen stars as brand endorsers.

     

    Over the last six months, a slew of brands including Cadbury, Emami, Hyundai, Maruti, Dulux, Red Label and Lux has roped in popular TV celebrities such as Sakhuja and Hussain Kuwajerwala who can connect well with people at a fraction of cost of hiring a popular Bollywood actor.

     

    “It’s a great strategic move by brands. The TV characters have a strong resonance with the viewers, especially the middle class that relates to the values shown in the serials,” said Prathap Suthan, an advertising industry veteran who created the government’s ‘India Shining’ and ‘Incredible India’ campaigns and is now the chief creative officer of iYogi, an online technical support services provider.

     

    Saurabh Uboweja, director of brand consulting firm Brands of Desire, said that by casting TV stars with successful running soaps, advertisers can have the dual advantage of both role and star endorsement for a sensible signing amount: “They get two candies for the price of one.”

     

    MONEY MATTERS

    While TV celebrities do have their own large fan following, their relatively lower endorsement fee is a huge plus for several companies in the present tough business environment where subdued consumer sentiments and rising costs have hit sales of several products.

     

    One such company is Maruti Suzuki, the country’s largest carmaker that has had a tough last year and expects its sales to fall 11 per cent in the year ending March.

    “In the current cost-cutting environment, it makes more sense to hire TV stars,” said Shashank Srivastava, Maruti Suzuki Chief General Manager (Marketing). The carmaker roped in TV celebrity Anita Hassanandini this month to feature in its Swift Dzire commercial. Last December, it signed Kavita Kaushik and Rajesh Kumar from SAB TV to endorse its multi-purpose vehicle, Eeco.

     

    “Selling a car is not like selling a Bournvita,” said Mr Srivastava. “So, there’s no point in shelling out fortune in having big Bollywood celebrities.” Big celebrities have not really worked for Maruti. Father-son duo of Amitabh and Abhishek Bachchan could not boost its Versa sales in 2000-2001. Maruti has also had actor-director Farhan Akhtar and actor R Madhavan to endorse A-Star and Wagon R, respectively, but with limited success.

     

    CLOSER TO LIFE

    Marketers also say it’s easier for people to relate to TV celebrities than big screen stars. “While a Bollywood celebrity projects an image which is aspirational and larger than life, TV celebrities relate closer to the real life of the viewers and are hence becoming extremely popular,” said Krishna Mohan, CEO of FMCG firm Emami, which signed Suhana of Star Plus’ serial Sasuraal Genda Phool aka Ragini Khanna in November last to endorse its moisturiser Vasocare.

     

    Unlike film stars, small screen celebrities are identified with the characters they portray in popular long-run serials. So people relate them to the values their characters hold, like a committed housewife, an ideal husband, a perfect daughter… ¦ It helps brands project a distinct identity by endorsing them.

     

    Late last year, paints brand Dulux rolled out a media innovation by tying up with three popular television serials to create vignettes that resonate with their thematic campaign, ‘Apne Rang Chalakne Do’. AkzoNobel’s brand showed the lead pairs from Star TV soaps Yeh Rishta Kya Kehlata Hai and Iss Pyar Ko Kya Naam Doon, and Sony’s Saas Bina Sasural in its commercial.

     

    “Since daily soaps are a big draw in India and the consumer follows their journey closely, the protagonists of the daily shows had the appeal that was needed to propel the idea,” said Pushkar Jain, marketing manager for Dulux at AkzoNobel India.

     

    However, there’s a flip side of using TV celebrities as well, said Mr Uboweja: “Brands want to capture these stars and their soaps when they are running hot. But the shelf life for both is fairly short”. “This ad strategy is a bit like instant noodles, good enough to fill the stomach but not enough to satiate the appetite,” he added.

     

    Source:The Economic Times

    Copyright © 2012, Bennett, Coleman & Co. Ltd. All Rights Reserved

     

  • While I understand the desperate need for a lifestyle approach to paints advertising, there is a crying need for originality in this category.

    Anil Thakraney’s Debrief: Dulux lacks colour

    Dulux has come out with a bad copy of the Asian Paints idea. While I understand the desperate need for a lifestyle approach to paints advertising, since the functional route won’t work in this category, there is a crying need for originality in this category. Because that’s the only way to induce brand connect for paints.

     

    Dulux’s new commercial says ‘Apna Rang Chhalakne Do’. It features actors Shahid Kapur and Boman Irani. Irani is finicky about the red colour he wants, and is seen giving hell to his painter on the exact shade. Suddenly, Kapur waltzes into his house, with Irani’s daughter in his arms, wearing what is called a ‘Rascal red’ tee. This follows a sequence of some very trite banter between the characters, till we are told Kapur is a doctor! Wow, we are impressed!

     

    Not only does the ad immediately remind you of the Asian Paints ‘Mera wala blue’ campaign, the execution is so dull, boring and well, colourless, it puts you off despite the presence of movie actors. The conversation is forced, the humour contrived. In short, the commercial is a dud any which way you look at it.

     

    The least Dulux ought to have done was to come up with a more interesting tribute to Asian Paints.

     

    Rating: (On a scale of 1 to 5): A BIG ZERO. In Rascal red.

     

     

    Anil Thakraney’s ad review column DeBrief will appear twice a week – Tuesdays and Thursdays.