Berger Paints repositions Weathercoat All Guard; launches new TVC

The basic communication premise of the new campaign is ‘Reversing the effect of rain’, which has been communicated with the line “Ulat Palat”

e4m by exchange4media Staff
Updated: Jan 19, 2013 9:41 PM
Berger Paints repositions Weathercoat All Guard; launches new TVC

Berger Paints has launched its new ad campaign for its exterior paint brand Weathercoat All Guard with the tagline “Reverse the effect of Rain”.


The philosophy behind this new campaign is to break the clutter of the truly durable exterior paint category and position Weathercoat All Guard as essentially a Silicon-based water resistant paint which has inherent ability to repel water and thereby, prevent the building from dampness, paint film swelling/ flaking and fungus/ algae attacks.

The idea here revolves around the central theme of ‘Ulat Palat’, and shows the protected exterior walls of a house repelling the rain water.


The TV campaign will be supported by an integrated marketing campaign with a 360-degree approach. Brand propagation will be done through electronic media (national and regional) and reinforced at the ground level by outdoors. The commercial will also be aired at ‘neo conventional’ medium like radio and ‘non conventional’ medium like the Internet. Brand activation would be done at various touch-points in critical markets. It includes product demonstrations and consumer allurements.

Commenting on the concept, Suraj Das, Group Product Manager, Marketing, Berger Paints said, “Consumer research states the water is considered to be the singular biggest threat to the well being of the house. Weathercoat All Guard addresses this issue basic issue with its Silicon additive that repels water away from the wall surfaces. The new advertisement captures this idea with an interesting and innovative proposition of ‘Reverse the effect of rain’ or ‘Palat do Baarish ka Asar’.”


Commenting on the concept, Nilanjan Dasgupta, Creative Director, Rediffusion Y&R Kolkata said, “The idea is to extend the platform of reverse the effect of rain to something more relatable and enjoyable. ‘Ulat Palat’ is a catch phrase that summarises the idea and brings out the magical element in the film.”

Campaign Credits:
Production House: Apostrophe
Creative agency: Rediffusion Y&R
COO: Amitava Sinha
Creative Director: Nilanjan Dasgupta, Piyash Ghosh
Business Head: Sanju Menon
Director: Kaushik Sarkar (Apostrophe Films)
Producer: Avishek Ghosh (Apostrophe Films)

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