Kansai Nerolac launches Gen AI–led digital campaign for Nerolac Perma NoHeat

Kansai Nerolac Paints has unveiled a new digital campaign for Nerolac Perma NoHeat, its advanced heat-reduction solution designed to address India’s intensifying heat conditions. The two-ad Gen AI created campaign has been scripted by Rediffusion and created in Gen AI by Aesthetic Intelligence Lab.

At the heart of the campaign is a high-quality, entirely AI-generated set of films, crafted to deliver cinematic visuals, seamless realism, and superior production values which have been difficult, if not impossible, to deliver in traditional advertising. Leveraging cutting-edge AI technology, the films bring imagination and precision together setting a new benchmark for AI advertising content, at scale, in Indian advertising.

The campaign highlights Perma NoHeat’s ability to reduce surface temperatures by up to 15°C, positioning it as a smart, sustainable alternative to conventional cooling solutions. In a playful narrative twist, Arctic animals such as penguins and polar bears gravitate towards Indian homes coated with Perma NoHeat, visually reinforcing the product’s powerful cooling benefits in a memorable and relatable way.

“AI allowed us to push creative boundaries while maintaining world-class film quality. The result is a visually rich, engaging narrative that brings the product’s benefits to life,” said Pramod Sharma, National Creative Director, Rediffusion. “For years and years we never ever dared to even present scripts to clients that seemed infeasible to shoot. In another era, any brand manager would have scoffed at a script intended to be ‘shot’ with live penguins and polar bears in Antarctica or the Arctic circle. The Nerolac Paints new creatives are testimony to what technology and enhanced creative skills of our teams have been able to deliver.”

Commenting on the use of Gen AI, Carol Goyal, MD, Aesthetic Intelligence Lab, added, “These fully AI-generated films showcase how advanced technology and super-new AI softwares can deliver exceptional craft, scale, and consistency creating future-ready content that resonates with today’s digital-first audiences. The Nerolac Perma NoHeat films are trendsetters, and these would not have been possible without the active blessings and support of our Nerolac interfaces.”

Perma NoHeat offers multiple benefits including surface temperature reduction up to 15°C, superior whiteness, crack-bridging properties, excellent adhesion, and a 3-year waterproofing warranty, providing consumers with credible heat reduction solutions.

“This campaign reinforces our belief that cooler homes can transform everyday living. Perma NoHeat is not just a paint it’s a sustainable solution developed with Japanese technology that truly beats the heat” said Ramkrishna Naik, Chief Marketing Officer, Kansai Nerolac Paints Ltd.

Maninder Singh, Head of Content & Innovation, Aesthetic Intelligence Labs adds, “The penguin and polar bear films of Nerolac are live examples of where Gen AI is headed to in the New Year. At Aesthetic Intelligence machine learning is being accelerated through the use of 40+ softwares. Our operating teams are constantly trying new stuff, experimenting with all that is possible and not possible, and building a Creative OS that is flexible, scalable and time-efficient besides being cost-efficient too.” 

The 30-second digital films, created in Hinglish, will soon roll out across Instagram, Facebook, and YouTube, with region-specific adaptations to drive awareness and consideration among Indian homeowners.