Kansai Nerolac revolutionizes paint industry in India with the first ever ‘High-Definition’ paints

Kansai Nerolac revolutionizes 

paint industry in India with the first ever 

‘High-Definition’ paints

~ Enhances its interior emulsions brand 'Impressions' with the addition of 

Micro Embedded Brightness Boosters ~

~ Unveiled the marketing campaign 

with a focused approach on TVC & 

digitalplatforms with 

brand ambassador Shah Rukh Khan ~ 

Mumbai, 21^st April 2014: Kansai Nerolac Paints Ltd, one of India’s leading paint companies, redefines the Indian interior paint segment with the introduction of a first-of-its-kind High Definition (HD) paint technology. Nerolac Impressions is the first range of premium interior emulsions in India that now comes with a ‘High Definition’ color technology.

To showcase the new product and its value proposition, Kansai Nerolac has unveiled the campaign comprising of a breakthrough TVC and Digital Campaign. With this campaign, Nerolac reinvents its positioning through a new creative punch-line: “Jab Nerolac Impressions ka HD Paint lagega, tohgharkesaathaapka bhi Impression badhega!!”

Enhanced with Micro-Embedded Brightness Boosters (MEBB's),Nerolac's Impressions range of interior emulsions now offers a sharper look and superior finish. This technology makes the color of your walls look far brighter, richer and cleaner than any other standard emulsion. Nerolac reinforcesthe concept of HDcoalescing it with Paints which makes colors come alive on your wall.

“High Definition has become synonymous with our lifestyle today. Based on this insight, we aim to extend this technology to homes as well through HD Paints. Having launched several innovative products under the Impressions brand in the past we hope to provide customers with a larger than life experience and take our offerings to the next level," Mr. Anuj Jain, Director (Decorative), Kansai Nerolac Paints Ltd. 

Bobby Pawar - Director - Chief Creative Officer, South Asia at Publicis Worldwide Said, "We wanted to change the conversation that the category leader was having, and we had a product that could do that. So for Nerolac Impressions HD paint we shifted the conversation from emotions and the effect of the Color on relationships to the impact a great paint can have on the perceived value of your home and you. A great way to do it was a side-by-side perception demo."

The entire campaign is based on the insight of 'how one's home is an extension of one's lifestyle and personality'. To reinforce this message, the TVC features brand ambassador Shah Rukh Khan, highlighting the difference between Nerolac Impressions HD Paint and Standard Definition Paint. It uses the humour element to subtly showcase how individuals living in HD Homes vis-a-vis Standard Definition Homes are perceived. TheseHD paints replicate the color quality difference one would observe between a standard definition TV and a High Definition TV.

Conceptualized and executed by Publicis Ambience, the film is also dubbed in Hindi & other regional languages and is currently being aired across all national channels. The product is now available at all Nerolac retail outlets across India.

Credits

Client: Kansai Nerolac Paints Ltd

Creative Agency:Publicis Ambience

National Creative Director: Bobby Pawar

Films:JigneshMaru

Production House: Apostrophe Films

Director:Koushik Sarkar

Producer:Hamesh

About Kansai Nerolac Paints Ltd:

Kansai Nerolac Paints has been at the forefront of paint manufacturing for more than 90 years pioneering a wide spectrum of quality paints. Kansai Nerolac is the second largest paint company in India and is the leader in Industrial segment, having a turnover of Rs 3376 crores. The company has five strategically located manufacturing units all over India and a strong dealer network across the country. The company manufactures a diversified range of products ranging from decorative paints coatings for homes, offices, hospitals and hotels to sophisticated industrial coatings for most of the industries. Please visit www.nerolac.com