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.
The films have been conceptualised by Dentsu Marcom.
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.
Rajiv Rajgopal, director - decorative paints, AkzoNobel India, said, “Dulux Superclean is the only stain repellent paint in India with a new beading technology which ensures that stains do not form on the walls; instead convert into tiny beads which roll off the wall’s surface. The new TVCs target young parents who have a progressive approach to parenting, where they want to provide an uninhibited learning environment to their children. However, being conscious of the look of their homes, they do realise that upkeep of their homes is a big challenge while raising children. With kids at home, one can’t control splashes and spills on the walls; however with the launch of Dulux Superclean we can leave it to Dulux to fight the stain battles and provide children a nurturing environment to develop and grow.”
The films are available in Tamil, Malayalam, Bengali and Hindi and will go on-air in Tamil Nadu, West Bengal, Kerala, Punjab and Gujarat. The campaign will be led by television and supported by Facebook, Twitter and YouTube.
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