Berger Paints is launching its new advertising campaign for its exterior paint brand WeatherCoat All Guard on January 18, 2014.
The philosophy behind this new campaign is to break the clutter in the exterior paint category and position Weathercoat All Guard as essentially a First silicon-based water resistant paint, which has inherent ability to repel water and thereby, prevent the building from dampness, paint film swelling/ flaking and fungus/ algae attacks.
The creative brief was to establish the benefit of WeatherCoat All Guard using Kerala nuances so that the film would have a better and a closer relevance to the audiences across Kerala. The campaign aims to emotionally connect with Malayalis and take the promise of WeatherCoat All Guard across to them.
Commenting on the concept, Suraj Das, Group Product Manager, Berger Paints India said that the ad is based on the consumer insight that people in Kerala are proud of their houses to the extent that they build houses and associate their names to the structure. These houses are then known by the name and not by the street address.
He added, “The ad takes this insight and creates a story around a house, which after being painted with Berger WeatherCoat All Guard has become a landmark in the city. It signs off on a note saying ‘Long lasting and beautiful house is an owner’s pride’.”
The story of the film begins with a foreign tourist looking for famous attractions in Kerala. All directions to the tourist are given keeping “Aravind Alayam” as a landmark. With so much talk about “Aravind Alayam”, the tourist is intrigued to look out for “Aravind Alayam”. On reaching “Aravind Alayam”, he is mesmerised by the beauty of the house, which is painted by WeatherCoat All Guard exterior paint.
Brand propagation across will be done through electronic media (regional) as well as print and outdoor. The YVC will run across all leading Malayali language channels such as Asianet, Asianet Movies, Surya TV, and so on.
Commenting on the campaign, Sanju Menon, Branch Head, Rediffusion Y&R Kolkata, the agency behind the campaign, said, “The challenge was to energise Berger WeatherCoat All Guard in the Kerala market. Tapping into insights and nuances through extensive interactions with consumers and dealers gave us a peak into the lives of Malayalis. Differentiating the communication from competition through a simple yet humorous story peppered with slices of life from Kerala should help in increasing brand recall in the region.”
Director - Priyadarshan
Cinematographer - Thiru (of ‘Krrish 3’ fame)
Producer - MAD Studios
Agency - Rediffusion Y&R Kolkata
Branch Head - Sanju Menon
Executive Creative Directors - Nilanjan Dasgupta and Piyash Ghosh