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Kansai Nerolac unveils an integrated marketing campaign for its exterior paint brand ‘Excel’
~ Campaign highlights the weather defense formula in Excel through TVC, print, radio and digital campaign ~
Mumbai,Kansai Nerolac Paints Ltd., one of India’s leading paint companies, has unveiled a new marketing campaign for its exterior paint brand Excel with an aim to highlight the product’s weather defense formula in extreme weather conditions. A 360 degree brand campaign that comprises of a TVC, Print ads, radio and digital campaign was unveiled on August 2nd featuring its brand ambassador Shah Rukh Khan.
In order to showcase extreme weather conditions in India, the ad shoot panned across various outdoor locations - from the historic locales of Jodhpur, to the picturesque countryside of Kerala. Jodhpur and Kerala represent two extreme weather conditions i.e., scorching heat and torrential rains respectively and hence were chosen for the shoot. The ad film reiterates the core proposition of Nerolac Excel’s weather protection in extreme climatic conditions of heat and rainfall through its weather defense formula.
“Excel is a revolutionary product which is best suited for extreme tropical conditions of high rainfall, humidity and heat. Protection for exteriors has appeared as a major concern for people today; and based on this insight we have tried to showcase the length at which people go to protect their exteriors in a subtle satirical tone,” said Mr. Sukhpreet Singh, Vice-President of Marketing & Sales (Decorative), Kansai Nerolac Paints Ltd. “Shah Rukh Khan has fronted a series of strategic marketing campaigns for the company and is a name synonymous to Nerolac. Our association has grown stronger over the years with SRK lending his own persona to the brand,” Mr. Singh further added.
Mr. Ashish Khazanchi, Ex-National Creative Director — Publicis Ambience said, “Based on the brief of highlighting the weather defense formula of Excel; we conceptualized the idea of incorporating a larger than life umbrella as a metaphor for protection. The film follows a realistic approach capturing the expression and reaction of the locals on witnessing the umbrella which is aesthetically interwoven with the scenic rustic beauty of the locations.”
Conceptualized and executed by Publicis Ambience, the film is also dubbed in Malayalam, Tamil, Telugu and Bengali and is currently being aired across all national channels. The ad is directed by Eric Morales and produced by Earlyman Film.
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Atul Malikram