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  1. Nerolac paint advertisement: How to make an impression

Nerolac paint advertisement: How to make an impression

The new Nerolac Paints ad rides on the SRK charm for its HD paint to win people over

By: | Published: December 13, 2016 6:02 AM
nerolac-l To create differentiation in the premium paint category with its HD range and increase market share

The Ad

The TVC opens with Shah Rukh Khan (SRK) and his wife standing in front of their neighbour’s car looking at the scratch they have made on it. SRK leaves an apology note on the car mentioning his apartment number. The wife objects, to which he replies, “Ghar bulake toh dekho…”. The neighbours barge into SRK’s home demanding an explanation, but stop midway, dumbstruck by the beauty of the walls of the home. They are so overwhelmed that they refuse to take money for the repairs, adding that the apology was more than enough.

Target Audience

Urban and semi urban households

Business Objective

To create differentiation in the premium paint category with its HD range and increase market share

The Appeal

At the core of any premium homeowner’s desire is to be appreciated for how their homes are done up. The ad film is a creative exaggeration of this one simple thought that even people who are mad at you will fall in love with your home.

Competitive Edge

A majority of paint commercials have the usual staples: multi-coloured walls, splashing paint around and a celebrity. What sets this campaign apart is the creative differentiation and focus on Nerolac’s competitive advantage — HD paints. Also, unlike rival ads, this is neither a festive campaign, nor does it show neighbours mocking the homeowner or appreciating with envy. On the contrary, in this case, the HD paint range is shown using its charm to make a lasting impression in case of an adverse situation.

Tone of Voice

Humorous, tongue-in-cheek undertone

Verdict

At a time when we have HD TVs, smartphones with HD screens, then why not homes with HD paints? HD seems to be the buzzword and Kansai Nerolac seems to be riding the wave with HD colours, launched in 2014, in the paint category. The ad rides not just on the celebrity factor, but also on a slapstick creative plot. While the narrative is nothing new category-wise and highlights the common practice of inviting people home to make an impression, the execution and idea that even people who are mad at you will fall in love with your house, makes the ad stand out. It has a simple idea followed by a nicely rendered story. And of course, the SRK magic.

The plot, however, looks inspired to some extent. Remember the Nerolac Suraksha commercial featuring a postman, or previous Nerolac Impressions ads. All ads were built upon the premise that most people judge your position in life by how your house looks. This time, with the new ad in the Impressions series, the brand has taken the creative thought a step further by playing around with the idea of ‘creating an impression so strong, you will forget everything’. The central thought remains same that it is the home appearance which acts as an influencer.

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