Kansai Nerolac Paints has launched an integrated marketing campaign featuring brand ambassador Shah Rukh Khan for its exterior paint brand Excel. The ad film created by Publicis Ambience went on air on 2 August.
The TVC highlights the product’s weather defence formula to face extreme conditions. The film begins with a panoramic view of a rustic Indian city (Jodhpur). A man on the terrace of a building guides people handling a giant umbrella. The film then moves to the backwaters of Kerala where some men are transporting a giant blue umbrella on a boat. Moving back and forth between the two places, the film shows the umbrellas being transported. Eventually, each umbrella is used to cover a house - from the rains in Kerala and the heat in Rajasthan. Shah Rukh Khan watches the entire episode. Holding an umbrella in the rain, he explains that people who do not apply Nerolac Excel on their walls will have to resort to some such mode of protection. The film ends with the visuals of Kansai Nerolac Excel paint cans.
Sukhpreet Singh, VP, marketing and sales (decorative), Kansai Nerolac Paints, said, “Excel is a revolutionary product which is best suited for extreme tropical conditions of high rainfall, humidity and heat. Protection for exteriors has appeared as a major concern for people today; and based on this insight we have tried to showcase the length at which people go to protect their exteriors in a subtle satirical tone.”
Ashish Khazanchi, ex-national creative director, Publicis Ambience, said, “Based on the brief of highlighting the weather defense formula of Excel; we conceptualised the idea of incorporating a larger than life umbrella as a metaphor for protection. The film follows a realistic approach capturing the expression and reaction of the locals on witnessing the umbrella which is aesthetically interwoven with the scenic rustic beauty of the locations.”
The film has also dubbed in Malayalam, Tamil, Telugu and Bengali and is currently being aired on national channels.
Client: Kansai Nerolac Paints
Creative agency: Publicis Ambience
Ex-National creative director: Ashish Khazanchi
Production house: Earlyman Film
Director (film): Eric Morales
Producer: Anand Menon