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Nerolac looks out for creative partner

Nerolac looks out for creative partner

Author | Anushree Madan Mohan | Tuesday, Aug 10,2004 8:46 AM

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Nerolac looks out for creative partner

Goodlass Nerolac is hunting for a new creative partner, claim reliable agency sources. Agencies state that they have been invited for a credentials round by the paints major and that the first round of presentations is nearing culmination. A short-listing of sorts is expected in the coming weeks. Nerolac Allscape and Nerolac Suraksha are currently being served by Ambience Publicis. The account is estimated to be around Rs 23 crore.

However, the media mandate for the account remains untouched by the oscillations and continues to remain under Lodestar’s purview.

As far as Nerolac’s 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 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.

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