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Nerolac, Asian Paints TVCs use humour to take a dig at society

Nerolac, Asian Paints TVCs use humour to take a dig at society

Author | Sarmistha Neogy | Tuesday, Nov 03,2015 8:40 AM

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Nerolac, Asian Paints TVCs use humour to take a dig at society

Two of the leading paint brands in India—Narolac and Asian Paints have released new campaigns based around the same theme. Both the brands have stressed on the fact that using good quality paint will not only uplift the image of the house, but will also elevate their standard in the society. The ads are running simultaneously on TV.

Using humour as the central theme, the campaigns have also taken an indirect dig at the present-day society.

Click here to view the ads:

Nerolac Suraksha:

Asian Paints Tractor Emulsion:

Creative strategy:

Nerolac Suraksha campaign has been conceptualised by Publicis. The film narrates the story of a highly qualified doctor who keeps getting letters from the postman in a discourteous manner. This happens despite all his attempts to make his position and qualification evident to the postman. The film ends with a voice-over ridiculing the doctor for doing everything else to earn respect. But all his desperate attempts bear no fruit because in order to save money, he has been using lower grade paint for his home. As a result of which, he has been losing respect from people who view only the exteriors of the home.

Speaking about the insight behind the film, Bobby Pawar, Chief Creative Officer, Publicis said, “The idea is based on the comic exaggeration of a simple human truth. It’s this; most people will judge your station in life and the respect you deserve will depend on how your house looks from the outside. That’s because, other than your friends and family, very few people will get the chance to be inside your home and see the investments you have made in the beautiful interiors.”

Contract Advertising on the other hand, is the agency behind the ad campaign for Asian Paints Tractor Emulsion. Using humour, the ad highlights the situation of a typical middle class family who gets status uplift in the eyes of the society, when they get their house painted.

Ashish Chakravarty, NCD, Contract Advertising elaborated, “The brand wanted to encourage its target, the great Indian middle-middle class, to enter the world of plastic paints, with the twin pitch of social recognition and affordability. It is like a direct way of saying-Yeh Sirf Dikhta Mehnga Hain! Also it has been very brave on part of the client that they allowed the protagonist- the middle class professor to do a light hearted lament, who notices the perceptible difference in his neighbour's behaviour towards him and his family, after he painted his house. He can't help but ruminate about a society, and a world, that gives ‘izzat’ only basis his beautified home. The brand asked us not to make it sound too derogatory and sarcastic because after all the professor is even happy to get his home painted.”

Execution:

Asian Paints Tractor Emulsion claims to be value for money choice for the consumer who wants to upgrade to an emulsion finish for his interior walls, at almost the cost of distemper. However, the challenge this time was to target those who did not consider painting & décor to be an immediate upgrade need as compared to other spend areas. At the same time they also desired for social recognition, but preferred to be practical with distemper. So the communication is an attempt to tell the audience that “Yeh Sirf Dikhta Mehnga Hain, but Mehnga Hain Nahi.” It also uses the tagline ‘Kam Kharcha full charcha’.

Nerolac Suraksha, on the other hand, tells people that “why not spend a little more to earn the respect which is due from the society outside.” Commenting on the strategy and execution of the ad, Anuj Jain, Director Decorative Paints at Kansai Nerolac Paints Limited pointed “We take great pride in doing up our homes as it is linked to our ‘Izzat’. However home exteriors which create the first impression, are often neglected. This results in the loss of prestige that we work so hard to build. The new Suraksha TVC uses humour to communicate this sentiment that is an important aspect of an Indian’s consumers psyche. It stresses on the quality and protection that using Suraksha guarantees. The tagline of the ad summarises ‘Ghar ki Suraksha, yaani Izzat ki suraksha’.”

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