​Dulux spreads the message of ‘Forgiveness is Easy’

Dulux, a part of AkzoNobel’s paint portfolio, released two ad films on May 23 for its Superclean range. The TVCs are part of the brand’s ‘Forgiveness is Easy’ campaign, which is based on parents not having to lose temper with their children as the paint in itself does not let stains stick.

One ad film begins with a young girl singing the Jack and Jill rhyme as she colours in her book. Her mother is working in the background. The girl has her eye on an ink pen kept on the table; she quickly grabs it but ends up staining the wall with ink as she tries to open the pen. The girl’s mother sees this but doesn’t get angry at her daughter and joins her in singing the rhyme instead and hugs her. Visuals compare a stained wall that’s been painted with ‘premium washable emulsion’ with the one painted with Dulux Superclean. The one painted with the latter is shown to be easy to clean. The film ends with a voice over saying, ‘Ab bachchon ko maaf karna aasaan aur deewaroon ko saaf rakhna bhi aasaan. Dulux stain proof technology – daag rukne hi naa de.’ (Forgiving children is easy while keeping your walls clean is easier. Dulux stain proof technology – won’t let stains stick)

The other ad film shows a young boy leaning against the kitchen wall slurping away the last of a green ice lolly. His mother comes around looking for him. The boy has spilled some of the lolly on the wall that he’s leaning against. On seeing his mother, he looks at the stain and quickly offers an explanation for it - that the wall was hungry and since it’s said that the walls have ears so they probably have mouths too. The boy, in fact, blames the wall for finishing off the lolly.  His mother hugs and tickles him after that story and confident that the stain won’t be an issue since it has already trickled down. This TVC too ends like the one above with visualisations and the same voiceover.

Anand Murthy, VP - planning, Dentsu Marcom, said, “As a parent, you don’t want to limit the avenues for your child to express themselves. You want to let their imagination soar and take flight. So when they want to make the walls of your home their canvas, simply smile, put the anxiety of mopping up firmly behind and encourage the ‘crime’.  And let Dulux Superclean’s stain- repellent formula do all the work. The unique formulation repels stains even as they occur, making it a breeze to wipe and move on. Give your walls that pristine look while giving your child the permission to quite literally paint the walls red!”

Client: Dulux, AkzoNobel

Creative agency: Dentsu Marcom Pvt. Ltd.

Creative head: Agnello Dias and Soumitra Karnik

 VP: Abhinav Kaushik

Account planning: Narayan Devanathan, Anand Murthy and Neha Khaneja

Account management: Jazryk Gill and Sumera Dewan

Agency producer: Dawa Lama

Director: Deb Medhekar

Producer: Lisa D’costa (Equinox Films)

Music director: Gaurav Chatterjee