AkzoNobel India, the maker of Dulux Paints, has signed on Bang in the Middle as its digital communication partner. Bang in the Middle would be responsible for strategising and implementing an entire suite of digital services to spruce up Dulux’s online presence.
Commenting on the association, Pushkar Jain, Marketing Manager, Dulux, AkzoNobel India, said, “We are actively engaging in the digital space so as to create interactive dialogues with our consumers and even reach out to a larger audience base. Through our association with Bang in the Middle, we hope to impact consumer behaviour through digital experiences.”
Naresh Gupta, Managing Partner, Bang in the Middle, added here, “Dulux has been an early adopter of digital media and we look forward to working with them on enhancing their digital footprint.”
Bang in the Middle would be responsible for planning and executing a 360 degree digital branding of Dulux through a highly engaging social media strategy.
For the record, AkzoNobel’s portfolio includes brands such as Dulux, Sikkens, International and Eka. Present in India for over 100 years, it is a significant player in the paints industry. In 2008, Akzo Nobel NV became owner of the entire equity share capital of Imperial Chemical Industries, by virtue of which the company became a member of the AkzoNobel Group. AkzoNobel India manufactures and markets paints, coatings and specialty chemicals. In 2012, three AkzoNobel Group companies in India, namely, AkzoNobel Car Refinishes India, AkzoNobel Chemicals (India) Ltd, AkzoNobel Coatings India got merged with AkzoNobel India, thereby expanding the company’s presence in a wide range of coatings covering decorative, powder, marine & protective, automotive & aerospace, coil & specialty plastics. Dulux is the most popular brand of its decorative coatings business while the performance coatings business provides solutions to many industries and sectors, including automotive, consumer electronics, power, aviation, shipping & leisure craft, construction, oil & gas, water & waste water, food & beverages, etc.