Nerolac has brought back its ‘Jab ghar ki ronak badhani ho’ jingle in its campaign ahead of the festive season. The campaign has been conceptualised by FCB Ulka and consists of two TVCs – one in Hindi for Diwali and the other for the Bengali market for Durga Puja. Both the films feature Bollywood actor and brand ambassador Shahrukh Khan.
The Hindi film features a man with his young children at home. The son reminds his father of the Diwali party. While the father had said it can’t be in their house this year, the boy's friends insist on having the party there. The father looks at the state of the walls, which require painting. The boy follows through with a whistle, a cue for Khan to enter along with the boy’s friends. Khan holds up a bucket of Nerolac paint and they go about getting the house ready for the Diwali party. The brands’ signature jingle plays in the background. The film ends with the children bringing their father in to see the newly painted walls. Khan says ‘Iss Diwali apne ghar ko deejiye Nerolac’ (Give your house Nerolac as a Diwali gift this year).
Watch the Bengali film here:
Speaking with Campaign India, Anuj Jain, director (decorative), Kansai Nerolac Paints, said, “We’ve brought this jingle back as part of a TVC after four years. It is a Nerolac property and we believe it has a very good association with the brand. The campaign we’re coming up with is around festivals – and how they trigger celebrations. The thought process was that people gift each other during these festivals. It’s important that people consider what gift can be given to their house. Paint is the best option. Our jingle is peppy and communicates the transforming of your home and also communicates celebration. That’s why we thought of bringing it back.”
On the brief to the agency, he added, “We wanted to trigger the need of paint and what paint can trigger. That’s why we came up with his campaign.”
Besides films, Nerolac will engage in BTL promotions this festive season.