As per official words, Interface and Ambience will continue to handle the Nerolac kitty. A statement by Anuj Jain, VP, Marketing, Goodlass Nerolac Paints, denotes, “I wouldn’t call it a formal pitch of sorts. It was more like a vendor evaluation process, wherein you try and keep up with what’s happening in the market. We did not have any real intentions of switching our agencies; it was just with the purpose of seeing what’s out there. And we are retaining our existing agencies. Meanwhile, Lodestar will continue to handle our media front.”
As Jain says, Nerolac’s new advertising campaign will break sometime in September and it would inscribe a new dimension to the communication. There is no word from Nerolac on the agencies that they were actually looking at, but as per sources in the industry, McCann was one of them.
Nerolac’s ad spends as per industry sources, has grown to Rs 23 crore. As far as advertising is concerned, 'Yeh rang hai jo har ek ki zindagi ko choota hai', featuring Amitabh Bachchan, has had quite an impact on the consumers. The campaign involved television commercials, print ads, outdoor media and below-the-line activities. The TVC had been woven around the vastly popular jingle of Nerolac, 'Jab ghar ki raunak badhani ho', as a soothing undertone to the presence of the Big B.
Goodlass Nerolac Paints has been at the forefront of paint manufacturing for more than 80 years, pioneering a wide spectrum of quality paints. It is the second-largest paint company in India and the undisputed leader in the industrial segment, with a turnover of Rs 791 crore. The company has five strategically located manufacturing units all over the country and a strong dealer network of over 11,000 outfits spread across India. The company manufactures a diversified range of products ranging from architectural coatings for homes, offices, hospitals and hotels to sophisticated industrial coatings for most of the industries.