GREY group India has launched a new television commercial for the brand, Kamdhenu Paints.
The campaign line, ‘Chupao nahin sudharo’ propagates the message of finding solutions over a superficial cover-up. The campaign features a TVC, supported by press, radio and on-ground and digital activations.
Launched in the year 2008, Kamdhenu paints is the paint vertical of Kamdhenu Ispat Limited, a business conglomerate. It is available in a wide range of decorative paint products that include exterior and interior Emulsions, Cement Paints, Water based Primers and Acrylic Distempers, amongst others.
The campaign comes with the objective of showcasing Kamdhenu as a brand of paints that doesn’t just hide or mask imperfections, but is a concrete solution for them. The campaign extends from an inherently Indian insight where most of us indulge in quick-fix cover ups rather than finding proper solutions. If there’s dirt on the floor, we often cover it with a rug. A mark on the wall is often hidden by a portrait. A stain on the couch is often accounted for by flipping the cushions. We’ve all at one point or the other indulged in something similar. Kamdhenu Paints offers customers to make an informed choice to beautify wall surfaces of their homes, offices and other premises through the attractive and wide range of color shades offered by them.
Varun Goswami, Executive Creative Director, GREY group India said, “In a category obsessed with swirls, mosaics and textures, the campaign re-purposes paints in the minds of the consumers. Paints are not just meant for beautification. They are equally responsible for rectifying and improving the condition of the wall they’re used on.”
Samir Datar, Vice President and Office Head, Grey group India, Delhi said, “In a category where the top three brands have huge ad spends, it is very easy to get drowned by sticking to the category codes. For a challenger brand, it is very important to have a perspective that is differentiated and manages to make its mark with a very limited spend. ‘Chupao Nahin, Sudharo’ retains why paints are primarily used and links to the larger social context.”