Riding on the popular insight of not to judge a book by its cover, Dulux, the flagship brand of AkzoNobel, has recently launched a new integrated campaign for its exterior emulsion, Dulux Weathershield Max. The campaign, conceptualised by the Dentsu Marcom – Taproot alliance, features a set of two TVCs that tell us that just looking good is no guarantee of substance. There needs to be a balance by emphasising both, good looks and solid performance.
The campaign challenges the notion that good paint merely makes the home’s exteriors look good. It compels consumers to take a closer look with its sign off ‘Aap Apne Ghar Ke Kitna Kareeb Ho?’, while establishing Weathershield Max as the only paint that not only assures good looking exteriors but also offers the best protection against the vagaries of nature and cracks. The insight behind the campaign is that one needs to be good inside out to stand a chance of true loyalty from the consumer.
The first film opens with a grandmother sitting, chanting prayers as she counts on a string of beads. We see a young couple enter the house and move towards the grandmother, all the while talking about how sweet, calm and serene she looks. But as they come closer, they get to hear her and realise that she’s actually muttering curses against her daughter-in-law and others. Both the guests are extremely shocked seeing the old lady’s deceiving avatar and the male voiceover draws a parallel to how a house that looks pretty on the outside is actually a castle of cracks on closer inspection.
The second ad film opens with a cute baby girl sitting in a pram in a large open balcony of a beautiful house. A couple is shown walking in with a large gift and as soon as they see the baby, the lady picks her and starts kissing the baby. The little girl gets annoyed and bites the lady on the nose. The lady gets horrified and the male voiceover draws the parallel mentioned earlier.
Rajiv Rajgopal, Director – Sales and Marketing, Decorative Paints, AkzoNobel India said, “Dulux is a name synonymous with colour, as well as innovative products that ensure longevity and durability of the walls of your home. Dulux Weathershield Max is our flagship product in the performance and protection space and the latest campaign ‘Dur Se Sundar, Kareeb Se Solid’ hits hard on the need for a product that not just renews the exterior walls, but also offers performance superiority against harsh weather conditions. The campaign weaves in the core philosophies and innovation that is unique to our brand. We have tried to resolve the most common conflict of ‘What appears good from far versus what is good when seen up close’ when it comes to the beauty and protection of the walls of your home. The concept of the TVC perfectly embodies the need for a technologically superior product that gives consumers the confidence to get up, close and personal to their house.”
On the idea behind the commercials, Agnello Dias, Co-Founder and Chief Creative Officer, Taproot India said, “Everything looks good from a distance and this is true of most things in life. Even when it comes to exterior paints, the same rule applies. The acid test for any paint lies not in how it makes your house look from afar, but how well it fares when you get closer. We applied this insight to how Dulux Weathershield Max works and that's how the idea came about.”
The TVCs will be aired in four different languages – Hindi, Malayalam, Tamil and Bengali. The campaign will be supported through TV, digital and on-ground activations.
Is the campaign strong inside out?
Anindya Banerjee, Branch Head and Executive Creative Director at Scarecrow Asia said, “When I saw the Dulux commercial, it was striking. It starts off sweetly enough and then delivers a kick in the gut. The production values are good too, complemented by some fine acting. A closer look, however, left me uncomfortable. The insight isn’t very fresh. And a gem is hidden right at the end of the commercial – crack proof shield. Maybe that could have led to a more evocative insight.”
It has been observed over the years that communication codes in this category have focussed only on the exterior beauty. Hence, Dulux Weathershield Max has intelligently disrupted the category and focussed on both good looks and solid performance.
The execution of the campaign is entertaining. The two TVCs have depicted everyday situations, where what appears to be sweet and lovely on the outside, ends up springing an unpleasant surprise on closer inspection.
The idea of showing the innocence of the grandmother who is actually cursing her daughter-in-law is hilarious and gives a clear message that everything looks attractive from a distance, but it has to be good from inside also. The ‘Baby’ TVC is also done well, but the ‘Grandmother’ TVC takes the cake.
The campaign will be memorable because of its clean and hilarious execution and will urge consumers to take a closer look at their homes.