Dulux plays on a prosperity adage to drive #Crackproof message

Dulux has rolled out a brand campaign for its Weathershield Max brand around the theme #Crackproof. Conceptualised by Dentsu Marcom - Taproot, the film went on air on 29 April, and builds on the brand's 'Door se sundar, Andar se solid' (Good from far, solid within) communication platform .

 

The film features a man and his young neighbour. It captures three interactions between the two characters, with the man relaxing on his balcony, and the boy questioning him from the fence separating their houses. In the first instance, the boy who seems to be playing cricket in his garden, asks, "Is Lakshmi (at) home?" The man patiently responds that no one by that name lives there. In cycling gear the next time, the boy repeats the question to get the same answer, from a slightly agitated neighbour. When he poses the question for the third time, while taking a break from his kiddie pool, the man loses his cool. When he tells his sternly that there is no ‘Lakshmi’ at his house, the kid reveals the reason for his questioning: his grandmother has told him that (goddess of wealth) Lakshmi would not reside in a house which has cracks, shifting focus to the cracks on the exterior walls. After the product is introduced and benefits are outlined, the film ends with the man proudly addressing the kid from the balcony of his newly painted house.

  

Rajiv Rajgopal, director, decorative paints, AkzoNobel India, said, “Dulux has always believed in enriching the consumer experience of painting homes by providing best-in-class quality and innovative products. This campaign stands as a befitting testimony to Dulux’s superior value proposition and consumer-connect. In a country like India that faces extreme weather conditions, Weathershield Max enables homes to withstand the harshness of weather extremities. The campaign strikes a chord with the Indian cultural belief that a well maintained house brings in good omen and fortune to one’s life.”

 

Agnello Dias, co-founder and chief creative officer, Taproot India, added, “This is an aptly tailored campaign for the Indian audience who would go to all lengths to attract prosperity into their homes and regard anything that is cracked or broken as inauspicious. Translating the product technology into the campaign, we have made an attempt at subverting this with the fact that only solid performance can guarantee great looks for your home.”

 

Credits

Client: AkzoNobel India

Brand: Dulux Weathershield Max 

Creative agency: Dentsu Marcom - Taproot

National creative director: Agnello Dias