Goodlass Nerolac Paints Ltd and Walt Disney Company (India) have come together to paint the kids’ imagination with Nerolac Disney Emulsion. The new Nerolac Disney wall paints are being positioned as paints that help ‘bring your kids dreams alive’ through wall designs that tell a story. Each kit contains vibrant paints for walls and custom made stencils (to transfer the designs on the walls) of some of the most popular Disney characters.
Nerolac Disney Emulsion is initially being launched in eight markets – Mumbai, Delhi, Kolkata, Chennai, Ahmedabad, Pune, Hyderabad and Bangalore. Painting and designing one wall with Nerolac Disney Emulsion will cost approximately Rs 2,500.
Rajat Jain, Managing Director, The Walt Disney Company (India), said, “Ensuring an enriching, engaging and relevant brand experience for kids in India has been an important agenda for us. The Nerolac Disney enables families to magnify their imagination and experience the real magic. On our part, we are excited about this partnership with Nerolac in providing this creative, high quality and reasonably priced solution for kids and their families across India.”
Anuj Jain, Vice-President, Sales and Marketing, Goodlass Nerolac Paints Ltd, said, “Kids aspire to live in an imaginary world of their own. Nerolac found a lot of opportunity in helping kids getting an imaginary world by conceptualising this product.”
Nerolac’s decision to introduce this new product in the home decoration segment for kids was based on the fact that 50 per cent of India’s population is below the age of 20. According to a research conducted by Nerolac, parents are eager to dress up their children’s rooms in innovative and interesting ways. While working on the concept of ‘kids room décor’ Nerolac came up with the idea of tying up with Disney consumer products and use Disney characters to beautify children’s rooms.
Said H M Bharuka, Managing Director, Goodlass Nerolac Paints, “Disney was considered due to its high awareness, especially of characters like Mickey, Donald, and Pluto among children. Besides, none other than Disney brings childhood imagination and fantasies alive. In fact, what makes this association so endearing is that we, too, have grown up with an entire generation of Disney characters.”
An elaborate service model has been arranged to market this product. To begin with, a call centre is being set up with a toll free number (1600 2200 24) in Mumbai to answer queries and ensure quick services to consumers from the eight launch cities. Relationship officers have also been recruited in the eight cities and will consult interested households individually. A panel of contractors and painters is also being set up in each city and will be specially trained by Nerolac for executing the job as per high quality standards and in a hassle free manner.
Jain added, “Nerolac always looks at offering consumers with new styles and ideas to beautify their homes. Earlier, the paints industry could earlier only introduce new concepts by coming up with new shades. This initiative allows us to take something as mundane as wall paints to ‘painting' as an art form.”
The Nerolac Disney product will be marketed in the launch cities with TV and print campaigns. To reach out to a larger audience base, Nerolac and Disney will also interact with consumers in multiplexes and malls.