Kansai Nerolac is out to create the right ‘Impressions’ for its paint brand with a new campaign titled ‘Show your true colours’. Conceptualised by McCann Erickson, the TVC has lyrics especially written for it by Prasoon Joshi. The TVC went on air on August 25 and has been appearing on all news and entertainment channels.
The ad aims to further establish Impressions as a brand that helps one to have their own signature style on the walls of their homes. Sporting th taglin ‘Show your true colours’, the ad seeks to tempt the consumer to go out and experiment with Impressions to get their own individual style on the walls. The communication highlights this by showing different people with painted bodies against similar coloured walls as their bodies. The TVC has been shot artistically to appeal to a premium audience.
C Venugopal, General Manager - Marketing (Decorative), Kansai Nerolac Paints Ltd, said, “The brief that we gave to McCann Erickson was to highlight the point that our brand stands for ‘signature style’. Your personality traits should be reflected on your walls.”
He further said, “We are targeting young, urban home owners, who are excited about moving into their own homes. They aren’t inhibited by others influences”
Ryan Menezes, Creative Director, Mccann Erickson, said, “The brief I got from Nerolac was that the brand stands for signature style, targeted at the creator archetype, who are young, urban, experimentative, confident, bold, with a heightened sense of aesthetics, who see their homes as extensions of their personalities. The brief was ‘You, on your walls.”