With the onset of festive season this year, paint brands have adopted an aggressive marketing strategy to reach out to their consumers. Popular strategies being implemented by these brands vary from usingcelebrities as brand ambassadors, relying on humour, educating consumers on paint as a category and highlighting the easy assistance given by the brand. Asian Paints, Nerolac and New Dulux Weathershield are all out to target consumers who like to paint their homes in this festive month.
In the month of August, Asian Paints released their commercial titled ‘Asian Paints Colour Expert’. The TVC conceptualised by Ogilvy & Mather highlighted the ‘expert service’ extended to help consumers make the right choice when it comes to painting their homes. The story which has clocked more than 1 million views is around a man’s attempt to impress his wife by doing up their home with the help of an expert. Their recent ad featuring the same protagonist also talks about giving a missed call to 80504 80504 to meet Asian Paint Colour Expert.
Asian Paints Colour Expert: https://www.youtube.com/watch?v=sLcFXwEc20Q
Ahead of the upcoming festive season, Asian Paintsfor their product Tractor Emulsionhaslaunched its new ad campaign 'Kam Kharcha, Saalo Saal Charcha'. The campaign is designed and conceptualised by Contract Advertising and is aimed at highlighting the value factor of the brand's emulsions.Using humour to highlight an interesting interplay between an old fashioned father-in-law and a progressive son-in-law, the communication challenges the "har saal" painting cycle and focuses on using Tractor Emulsion, where the consumer gets not only a plastic paint finish but also a product that lasts much longer than distemper.
Asian Paints Tractor Emulsion:
Thecampaigns released by Dulux Weathershield and Kansai Nerolac, talks about the product’s ability to protect home exteriors from nature’s fury. The tonality of both these brand campaigns is on the similar lines, where they are talking about the highlight of their respective exterior paints.
The ad film released by Dulux Weathershield Powerflexx featuring ambassador Farhan Akhtar is simple and educative, mainly to convey to the audience that the paint can withstand extreme weather conditions. Nerolac Excel Mica is a new paint product for exterior which is part of the Nerolac Excel brand franchise, their new campaign conceptualised by Publicis Communications, talks about the extremely durable UV resistant water based exterior emulsion. In order to highlight the attributes of toughness and shine, the TVC featuresace cricketers - Suresh Raina, Brendon Mc Cullum, Dwayne Bravo and Ravindra Jadeja from the IPL team Gujarat Lions.
Dulux Weathershield Powerflexx Nature Challenge:
Nerolac Excel Mica Marble: https://www.youtube.com/watch?v=Wq14tZHkce0
Last year, Nerolac revived the original jingle ‘Jab ghar ki raunak badani ho...’ with two new TVCs featuring the brand ambassador Sharukh Khan. One of the TVCs was made for Durga Puja and the other is for Diwali. This time as well, the brand is running these ads on TV.
In order to target kids who form an important role in making any kind of decision making or purchase today, Asian Paints has introduced a new theme inspired by the extremely popular children’s fictional animated character, ChhotaBheem.AsianPaints has entered into an exclusive licensing agreement with Green Gold Animation to use selected characters of the ChhotaBheem show for creating stencils. The launch of ChhotaBheem themed walls is an offering from Kids’ World which is aimed at engaging and interacting with kids.
Training painters and changing the lives of unskilled labour:
Asian Paints ColourAcademy launched ‘Naam Hoga toh Kaam Hoga’ initiative with the objective of attracting and training painters and contractors striving to build a name and identity for themselves as a professional. After the success of the film ‘Saroj’, Asian Paints has launched ‘The ColourAcademyVisualTour’ to reach out to more unskilled labour and train them at ColourAcademy.The story of Saroj launched in July was a story of an ordinary Mumbai girl who not only changed her life with Asian Paints Colour Academy but also inspired many others as well.
For the recent film, the brand has for the first time used Virtual Reality to showcase their offerings of services. The objective is to create a more immersive and engaging experience with the consumer and leave a deep and long lasting impact on them.
Asian Paints Colour Academy Tour: https://www.youtube.com/watch?v=QtJvLK9BsY0
The celebrity quotient
While Dulux Weathershield Powerflexx has got in Farhan Akhtar to promote their product for the exterior paint, Nerolac Excel Mica has released their ad campaign featuring sportsmen like Suresh Raina, Brendon Mc Cullum, Dwayne Bravo and Ravindra Jadeja from the IPL Gujarat Lions team. The brand Nerolac continues to run their ads featuring Shah Rukh Khan who is associated with the brand for more than five years now. Also for Asian Paints Royale, the ad featuring Deepika Padukone and her father Prakash Padukone which was released last year is also being aired on TV currently.
Asian Paints Royale: https://www.youtube.com/watch?v=BaZ66Zj2Exs