Dulux plans a new campaign for Weathershield Max

Dulux, a paints brand from AkzoNobel India has launched its ‘Crackproof+’ campaign showcasing Dulux’s advanced premium exterior emulsion: Weathershield Max. It is an extension to the last campaign aimed at taking the “Crackproof” proposition to the next level. The campaign relives the Indian cultural sentiment, emphasising the need for well-maintained houses as an imperative to attract prosperity and wealth. Conceptualised and created by Dentsu Marcom, the agency has carefully crafted this TVC encapsulating the brand’s ability to make houses look ‘Door se sundar, kareeb se solid’ (aesthetically superior from far and solid up close).

The campaign works on the principal of “Duur se sundar, Kareeb se solid” emphasising how inner strength is the key to exterior beauty, and only DuluxWeathershield Max paint is powered to deliver unsurpassed protection to your exterior walls by weathering all kinds of seasons & preventing formation of cracks
DuluxWeathershield Max., an elastomeric emulsion with its new Crack Proof + Technology, offers expert protection to exterior walls and strengthens them from within.

The Exterior Category Communication focuses on a home’s external beauty and preserving that beauty from environmental elements. This gaveWeathershield Max the opportunity to emphasize on solidityby addressing the root cause that robs your home of beauty – Cracks.The communication task was to arrive at an idea which is intuitive yetresonates with the consumer. Fortuitously, with crack-proof walls, the resolution lay in the product benefit itself.

“The exterior-paints category seems to obsess over external beauty and WS Max remains committed in subverting this with the truth that only internal strength can guarantee great looks. To this effect, we’ve used a very strong insight to amplify the impact of cracks and make consumers see how WS Max offers superior protection,” said Anand Murty – Senior Vice-President, Planning at Dentsu Marcom.

In India, anything that is cracked or broken is considered inauspicious, a sign of looming decay and hence, discarded. However the impending decay caused by the cracks on exterior walls is overlooked.

The new campaign targets the heart of our superstitious Indian society – one that rightly regards cracks in walls as bad omens and plays upon the insight that prosperity doesn’t befall or that ‘Lakshmi’, the bearer of good fortune, doesn’t grace such derelict places with her presence.

DuluxWeathershield Max awakens the consumer and alleviates their fear by nudging them to restore their exterior walls back to health so that the beauty of their house lasts longer and they can be assured Lakshmi never leaves their humble abode.

The TVC has been created where a home owner is questioned over the perceived beauty of his exterior walls in a witty manner. Lakshmi has been used as a name and a metaphor where her arrival is subject to crack free walls. The TVCs will be aired in four different languages – Hindi, Malayalam, Tamil, Bengali. The TVC’s are being supported with an integrated campaign with Retail Presence, OOH, Radio, Digital Engagement and Activation.

“Soumitra’s script has a really Indian relevant insight about how cracks are perceived to be inauspicious in local belief. The brand resolves this problem in real walls and the TVC buildson that very smartly,” said Agnello Dias, Co-founder and Chief Creative Officer at Taproot India.

Campaign elements: TVC
Client: Dulux (AkzoNobel)
Creative Agency: Dentsu Marcom – Taproot India
Account management: Harjot Singh Narang, Abhinav Kaushik, Karun Arora and Akriti Anand
Planning: Narayan Devanathan, Anand Murty, Neha Khaneja
Chief Creative Officer: Agnello Dias
Art Director: Shantanu Mukherji
Copywriter: Soumitra Karnik
Director (of the film): Abhinay Deo
Producer:Apurba Sengupta
Production House:Ramesh Deo Production – RDP

Via Digital Market Asia

Copenhagen INK

Lars is Google’s Head of Marketing across Singapore, Malaysia, Pakistan, Bangladesh and Sri Lanka. With nearly two decades of international experience in the Internet and media industry, his passion lies at the intersection of technology and marketing. His career spans across the globe - from Europe to the emerging markets in Asia - from early stage start-ups to large organizations, providing him with an in-depth understanding of marketing, sales and business development across cultures and industries. In his current role he is responsible for local B2B and B2C brand and product marketing across all Google and Youtube services and devices.

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