Kansai Nerolac unveils social media campaign

In a bid to connect with GenNext, Kansai Nerolac Paints has taken to the social media platform and is letting people give the well-known brand jingle their own twist

by exchange4media Staff
Published - Aug 7, 2012 7:22 PM Updated: Aug 7, 2012 7:22 PM
Kansai Nerolac unveils social media campaign

Nerolac’s brand jingle has been winning hearts of Indian audiences for almost two and a half decades. Over these years, it has given the brand a unique identity and has won accolades from consumers, ad agencies as well as creative experts. From the original jingle of the 80’s to the remixes in 90’s and 2000’s to the very recent version of the jingle in the TV ad that shows Shah Rukh Khan and kids bringing about a change in the society, the jingle has undergone several changes over these years. What has been constant is the magic that it has always created.

This time its Nerolac’s endeavour to engage with the Generation Next audiences by leveraging the online space through a new phase with its latest social media campaign – ‘Kuch Change Karein, Chalo Tune Badlein’ – Personalise the Nerolac Jingle. The campaign aims at involving consumers in building brand Nerolac. Consumers from across the country and even outside India can participate in the contest by coming up with their own version of the Nerolac jingle – ‘Jab Ghar ki raunak badhani ho, Deewaron ko jab sajana ho Nerolac, Nerolac’.

Talking about this latest marketing initiative, Sukhpreet Singh, Vice-President - Marketing (Decorative), Kansai Nerolac Paints Ltd, said, “Social media has always been an important ingredient of our marketing mix. Early last year, we launched Nerolac Earth Matters on Facebook, which is a platform for architects and interiors designers to share sustainable living ideas/concepts. This latest campaign will connect us with young Indian consumers who believe that life is colourful and vibrant. The contest intends to engage with the new self-reliant young consumer, who today are financially independent and have high disposable income.”

All the new versions of the jingle generated by the consumers would compete on social media platforms like Facebook and Twitter to emerge as winners in various categories like The Best Jingle, The Most Voted Jingle, The Best New Lyrics, The Best New Arrangement and could possibly be chosen for future campaigns of the brand. While the winner will take Rs 100,000 home, the most voted entry would receive a prize of Rs 25,000 and up to four runners up will receive Rs 25,000 each.

The submission phase of the campaign is already live and people can participate on www.nerolac.com or www.facebook.com/NerolacPaints.India. The second phase of voting would be open to people from August 18, 2012 onwards. The winner would be announced on September 1, 2012.

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