AkzoNobel, a paints and coatings company, has rolled out a campaign titled ‘Velvet touch-feels like home’ featuring actors Mrunal Thakur and Ronit Roy for its flagship interior emulsion brand Dulux Velvet Touch.
Conceptualised by Mullen Lintas, the film aims to strengthen the brand promise of rich, intense colours and gain consumer preference through its newly introduced Tru Color technology. The film hinges on a woman’s need for autonomy of space to underline the product superiority of Dulux Velvet Touch.
The film features Thakur hosting her parents for the first time in her new home. Upon entering her house, her father, played by Roy, is found to be displeased with the fact that his daughter has moved out of his house despite living in the same city. To his further surprise, she has painted her new home similar to that of his. The puzzled father asks her the reason for the resemblence, Thakur responds that she wanted to establish her independence. Thakur’s response not only resolves the conflict for him but fills him with pride for his daughter, winning his heart all over again.
Rajiv Rajgopal, managing director, AkzoNobel India, said, “Dulux Velvet Touch epitomises the best quality of decorative paint. As Indian consumers are increasingly spending more time rejuvenating their homes, walls have become a canvas of self-expression. Dulux India is now further empowering consumers to flourish through colours. We’re delighted to present the all-new Dulux Velvet Touch with the Tru Color technology. This is our promise of intense rich colours with an ultra-smooth finish so that every living space paints a narrative as progressive as today’s consumers and feels like home.”
Vandana Krishnia, head of marketing, decorative paints, AkzoNobel India, said, “The campaign adds a new dimension of emotional connect that resonates with the evolved consumers of today. The contemporary story of the father and his independent daughter has home, love and the magic of Dulux Velvet Touch at the centre of it. We’ve purposely pushed the visual look with a bold palette of razzberries and paddlewheel grey. After all, you don’t just see the colours you feel them.”
Garima Khandelwal, CCO, Mullen Lintas, said, “Dulux Velvet Touch wanted to own new conversations in relationship dynamics as we make a comeback in the consumer’s mindspace, carving a contemporary space for the brand. The need for autonomy or the question of why it’s sought by a young independent woman was a fresh conversation with home at the centre of it. It was a collaboration of the right talent coming together that touches the right note.”
Client: Akzo Nobel India
Creative agency: Mullen Lintas
Chief creative officer: Garima Khandelwal
National planning director: Ekta Relan
Creative heads: Nisheeth Srivastava & Sarabjit Singh
Creative team: Arvind Murali, Vipul Kundra, Ankur Singh, Sahaj Dang
Planning head: Saumya Baijal
Account management team: Disha Dhami, Sarthak Verma, Yashi Goel
Production house: Hope Productions
Director: Gauri Shinde
Producer: Anirudh Sharma
Cinematographer: Ayananka Bose
Art director: Rupin Suchak