Dulux Paints, AkzoNobel's decorative paints brand, has launched a media innovation by tying up with three popular television serials to create vignettes that resonate with their thematic campaign, 'Apne Rang Chalakne Do'. The media innovation has been carried out by Maxus India.
For the vignettes, Dulux has shot the lead pairs from ‘Yeh Rishta Kya Kehlata Hai’ and ‘Iss Pyar Ko Kya Naam Doon’, both from Star Plus and ‘Saas Bina Sasural’ from Sony in their own setting. The media activity intends to bring alive the relationship between personality and colour. AkzoNobel believes that this will allow consumers to connect with the characters at a deeper level.
Watch the other two vignettes here
Pushkar Jain, marketing manager, Dulux, AkzoNobel India, said, “The new proposition of Dulux, "Apne Rang Chhalakne do" has a universal appeal. So we were thinking about ideas which could bring the brand thought alive. The simplicity of the media vignettes makes this a powerful communication. Since daily soaps are a big draw in India and the consumer follows their journey closely, the protagonists of the daily shows had the appeal that was needed to propel the idea.”
Mausumi Kar, general manager-North and East, Maxus said, "We won't term what we created and executed for Dulux as vignettes. These are brand stories which are a perfect mix of brand communication with the channel content. We have painted the key characters in the top programs across top GECs in our own Dulux shades! These brand snapshots extend the brand proposition with a fresh and credible use of celebrities true to the milieu of the soap's storylines.”