Campaign India Team
Jan 21, 2014

Berger appeals to Keralites’ pride, promises to make their home the landmark

Watch the ad film conceptualised by Rediffusion Y&R here

wide player in 16:9 format. Used on article page for Campaign.

Berger Paints has launched a campaign for its exterior paint brand WeatherCoat All Guard in the Kerala market. The campaign, which will straddle TV, print and OOH, has been conceptualised by Rediffusion Y&R.

The colourful film features a foreign tourist exploring Kerala’s tourist attractions. When he asks for directions to a temple, he is guided using ‘Aravind Alayam’ as the landmark. Cruising on a boat along the backwaters, he clicks pictures of a wedding party on a boat alongside. When he expresses his admiration for the beautiful sight, the boatman tells him that ‘Aravind Alayam’ is even more beautiful. He’s told the same when he’s awestruck with a ‘vibrant’ dance performance. Intrigued, he decides to visit the place. His bus halts at the ‘Aravind Alayam’ stop and the conductor gives him directions. He reaches ‘Aravind Alayam’, a house, and admires the fresh colours on its walls. The owner, sipping a cup of coffee, calls out for one more for the guest. It is evident that the tourist is not the first one who has been attracted to ‘Aravind Alayam’. A voice over and visuals establish the silicon ingredient in the paint, protecting the house from water. The films ends with the message: ‘Long lasting and beautiful house is an owner’s pride.’

Suraj Das, group product manager, Berger Paints India, said, “The advertisement is based on the consumer insight that people in Kerala are really proud of their houses. The ad takes this insight and creates a story around a house which after painting with Berger WeatherCoat All Guard has become a landmark in the city. WeatherCoat All Guard has silicon that drives water away and keeps the house looking fresh and resplendent for years to come.”

Sanju Menon, branch head, Rediffusion YR Kolkata, added, “The challenge was to energise Berger WeatherCoat All Guard in the Kerala market. Tapping into insights and nuances through extensive interactions with consumers and dealers gave us a peak into the lives of Malayalis. Differentiating the communication from competition through a simple yet humorous story peppered with slices of life from Kerala should help in increasing brand recall in the region.”

Credits

Client: Berger Paints India (Weathercoat All Guard)
Creative agency: Rediffusion Y&R
Director (film): Priyadarshan
DOP: Thirru

Source:
Campaign India

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