Kansai Nerolac has rolled out a campaign for Nerolac Suraksha. The campaign has been conceptualised by Publicis.
The ad film sees a postman who judges a person by the outward appearance of their house. He is seen delivering letters to two houses. In one house, which scores in terms of looks, the postman is most respectful to the owner while handing over the mail. The owner of the next house, an elderly man, is meted a completely different treatment as the postman chooses to address the man, a doctor, as ‘Ghanshu’ (a shortened version of Dr Ghanshyam Das) and throws the letter to him in his garden.
This angers the doctor. He tries everything from scrubbing the nameplate till it almost looks new to adding his various degrees to it. He puts up a much larger nameplate and wears a stethoscope as he waters plants to be addressed respectfully by the postman. But it goes in vain, as the postman continues to address him as ‘Ghanshu’.
Dr Ghanshyam is informed that he spent all this time and years in earning respect through degrees, but lost all because of not having a well-painted house. It suggests that the doctor apply Nerolac Suraksha Plus to protect his house from rain and sun and safeguard his image. The film ends with a super reading “Ghar ki suraksha yaani izzat ki suraksha” (Protecting the house, protecting respect).
Bobby Pawar, chief creative officer, Publicis, said, “The idea is based on the comic exaggeration of a simple human truth. It’s this; most people will judge your station in life and the respect you deserve by how your house looks from the outside. That’s because, other than your friends and family, very few people will get the chance to be inside your home and see the investments you have made in the beautiful interiors.”
Anuj Jain, director decorative paints, Kansai Nerolac Paints, added, “We take great pride in doing up our homes as it is linked to our ‘Izzat’. However home exteriors which create the first impression, are often neglected. This results in the loss of prestige that we work so hard to build. The new Suraksha TVC uses humour to communicate this sentiment that is an important aspect of an Indian’s consumers psyche. It stresses on the quality and protection that using Suraksha guarantees. A cherished popular brand, Suraksha stands for both quality and value for money. As our tagline rightly summarises ‘Ghar ki Suraksha, yaani Izzat ki suraksha’.”
Client: Kansai Nerolac Paints
Creative agency: Publicis Communications
Managing director: Bobby Pawar
Chief operating officer: Paritosh Srivastava
Executive creative director: Jigar Fernandes
Creatives: Gururaj Rao, Rohan D’Souza, Avinash Jakhalekar
Account management: Chandan Jha, Darrell Fernandes, Manish Somani, Jiten Painter
Agency producers: Jignesh Maru, Ganesh Iyer
Production house: Soda Films
Director (film): Rajesh Krishnan