Riding on fresh spike in quarterly profits, Berger Paints recently launched its new advertising campaign for its luxury interior brand ‘Berger Silk’ with the tagline “Duniya Dekhegi Jab SILK Se Saje Zindagi”. Leading Bollywood actor, Katrina Kaif, continues to be the brand ambassador for Silk. Katrina first came on board as the face for the brand Silk in 2012, when the first advertisement of Berger Silk was launched.
According to a company statement, silk has always been positioned on the platform of luxury, aspiration and exclusivity. “The new campaign will build on the existing communication platform of “Experience Silk on all your walls” and take it a notch higher to the level of “Experience the richness of Silk.”
Commenting on the concept, Abhijit Roy, Managing Director, Berger Paints India, said, “This is the second leg of our association with Katrina Kaif for our brand Berger Silk. Over time, there has been a lot of positive and synergistic imagery rub-off between Katrina and the brand Silk. To build on this association, we hope to reach out to the more discerning consumers through this new television advertisement.”
The ad opens to a can bursting to a splash of Silk. A drop is seen entering the world of Silk which in moments gets metamorphosed into Katrina Kaif, who then immerses herself in the richness of Silk and explores the breathtaking walls of a luxurious villa with stunning colors (Silk Emulsion), textures (Silk Illusions) and stencils (Silk Designzz). The ad ends with the campaign tagline “Duniya Dekhegi Jab Silk Se Saje Zindagi” thereby emphasizing the brand promise- Silk makes your walls look so rich, smooth and luxurious that they become masterpieces for the world at large to see and admire.
Watch the ad here:
According to Aman Mannan, Executive Creative Director, DDB Mudra West, “There's little imagination behind ‘paint your imagination’ plank. While the execution is at half best decent, it's not the first time for such an execution to be seen. It ideally aims to be surreal and can be a damp squib, if not handled properly. On the sunnier side, Katrina Kaif is always a great idea. May be the product needs her to grab the audience’s attention. But, she seems ill at ease in the commercial and could have been used better. There's a new audience flush with cash which can be attracted to its advantage but, it will be difficult to impress them by ordinary gimmicks.”
Nima Namchu, Chief Creative Officer, Cheil India, has a similar view. “I can’t explain what we are doing in a chateau (the walls of which are obviously painted with the product) where a very fine looking specimen of the human race wrapped in silk is floating seductively, while a voice goes “Duniya Dekhegi Jab Silk se Saje Zindagi”. Aha! I think I got the brief - “You will be seduced by the beauty of walls painted in Berger’s Silk Emulsion.”
The target group for the Silk campaign will be SEC A, B 25+ Male/Female. Berger Paints will be initiating a 360° marketing campaign to establish the new ad. The advertisement will be aired across leading channels in various categories of news, movies, sports, GEC and regional. The on-air campaign will be ably supported by a plethora of activities on various other media platforms like print, radio, digital, theatres, airlines, hoardings, malls and trade and consumer promos.
During the financial year ended 31st March, 2014, the company achieved net consolidated revenue from operations of Rs. 3,870 crore registering a growth of 16%. The profit after tax on a consolidated basis was Rs. 249 crore representing an increase of 14%.