Emotional connect builds long-term equity: Pravin Chaudhari, Nerolac

Kansai Nerolac Paints Limited (KNPL), one of India’s leading paint companies, has brought back one of the most memorable elements of Indian advertising - its legendary jingle in a refreshing new avatar. The campaign, conceptualised by FCB Ulka, reintroduces “Ghar Ki Raunak” as “Ghar Ki Raunak Lautani Ho”, with actor Ranveer Singh at the forefront.

The TVC captures the evolving dynamics of Indian family life. In today’s world, where families often live under one roof but remain disconnected, Nerolac positions itself as a catalyst for togetherness. Through a home transformation powered by its wide range of products, and underscored by the nostalgic yet modernised tune, the brand highlights that the true beauty of a home lies not just in painted walls but in the joy and warmth of shared moments.

Read e4m report on the brand campaign

In conversation with exchange4Media, Pravin Chaudhari, Managing Director, Kansai Nerolac Paints, discusses how the brand is striking a balance between nostalgia and modernity, and why Ranveer Singh remains the ideal face for Nerolac. He also highlights how differentiated storytelling, cultural relevance, and sustainability are shaping the company’s communication strategy. From sharper digital investments to eco-friendly innovations across the value chain, and from music and Bollywood to cricket, Chaudhari lays out Nerolac’s long-term playbook for driving salience, emotional connect, and market share in a competitive, high-involvement category.

Edited excerpts:

Decorative paints is a highly competitive, cyclical category with long purchase intervals. How does this campaign fit into Nerolac’s long-term ambition of market share growth in decorative paints?

Market share depends on multiple factors beyond advertising. Since paints are a 3-5 year purchase cycle, salience and recall are critical. Our jingle plays a huge role here, as it is instantly associated with Nerolac and helps us stay top-of-mind.

We intend to keep refreshing the jingle in new avatars so it remains contemporary, while also promoting our product offerings. Along with advertising, we invest in retail presence, influencer activities, and distribution expansion to stay competitive.

How does Ranveer Singh embody the values and positioning of Nerolac as a brand today?

Ranveer has been with us for more than five years now. His personality reflects vibrancy, energy, and a universal connect across generations. He constantly keeps himself relevant, is a trendsetter, and these traits align very well with Nerolac’s evolving brand identity. 

While we’ve kept our iconic jingle constant, we’ve refreshed it continuously to keep it relevant. We felt someone like Ranveer fits that bill perfectly, and that’s why our association with him has been going strong.

The Nerolac jingle is deeply ingrained in Indian pop culture. How are you balancing nostalgia with modernity while reintroducing it to today’s audiences?

Our tune, “Ghar Ki Raunak Badhani Ho”, has always been our central theme. At the end of the day, “ghar” is about family, and what we look for at home is happiness - sharing moments and memories. Paint, in this sense, transforms not just the walls but also the experience of home. And this journey is something the whole family undertakes together.

In its current avatar, we tapped into a new consumer insight from research: while families live under one roof, many members today spend more time behind screens or in their rooms, not really together. We wanted Nerolac to be the catalyst that brings people closer. That’s why we changed the line from “Badhani Ho” to “Lautani Ho”, highlighting the theme of togetherness. Through this, we’re hoping to emotionally connect with audiences.

How is your marketing budget evolving this year compared to previous years? What does your media mix look like?

We’ve been maintaining our marketing budget in line with our sales and market position. Our share of voice has also remained consistent. That said, the media mix has evolved - digital now takes up a larger share of spend, as it has become central to consumer engagement. Our latest campaign is running across TV, including GEC and news channels. The mix naturally shifts during festive seasons or competitive cycles, but traditional media continues to remain important alongside digital. 

The paint industry is witnessing high-decibel marketing from competitors. How does Nerolac ensure its voice cuts through the clutter?

We avoid adding to the noise. Instead, we focus on differentiated storytelling. Nerolac has always positioned itself as a solutions provider, not just a decorative brand. Our storytelling reflects that distinction, and through campaigns like this one, we aim to stand out meaningfully in a crowded market.

With sustainability becoming central to consumer choices, how is Nerolac embedding eco-conscious messaging into its brand story and communication?

Sustainability is a two-pronged effort for us. First is the product itself. Nerolac was the first paint company in India to eliminate lead nearly 30 years ago, and we even ran campaigns to promote that step. Today, we continue to offer eco-friendly products like odorless paints and no-VOC paints.

Second is sustainability across the value chain. Being a Japanese multinational, we are globally committed to environmental responsibility. Our company has consistently been recognized among the top quartile for sustainability efforts. All of this strengthens the value we offer to consumers.

How do you measure ROI on brand campaigns that lean heavily on emotional and cultural recall, versus performance marketing?

Performance marketing is relatively straightforward to measure. Emotional and cultural campaigns, however, are harder to quantify in the short term. Paint is not a B2C impulse product - there’s always a painter involved, making direct attribution difficult.

But given our 100-year legacy, it’s clear that consistent brand investment and storytelling have helped us stay relevant and grow steadily. Emotional connect builds long-term equity, which is critical in our industry. That’s why we keep investing in our brand story.

What role do culture, music, cricket, and Bollywood play in your long-term marketing playbook?

All of these are integral. Bollywood, of course, is key given Ranveer is our ambassador. Music has always been part of our DNA through the jingle. Cricket too, we recently partnered with the Asia Cup. Essentially, wherever Indian consumers are emotionally invested, we aim to be present.

Where do you see Nerolac’s brand communication headed in the next 3–5 years?

Our communication will continue to revolve around the jingle, but always refreshed with new insights. The core theme is bringing happiness into people’s lives.

As a solutions-driven company, we don’t just sell paint, we help customers solve problems they may not even be aware of. The customer journey, the outcome, and ultimately the happiness it brings will continue to shape our narrative over the next few years.