AkzoNobel has rolled out its latest TVC for its flagship decorative coatings brand, Dulux. This TVC keeps with Dulux’ international theme of ‘Lets Colour’ and has been adapted for India with the tagline, 'Apne Rang Chhalakne Do'.
The TVC, created by McCann Erickson India, features Bollywood duo, Shahid Kapoor and Boman Irani. It starts with a shot of Irani’s house being painted. Irani, standing on a ladder, isn’t satisfied with the choice of red (he calls it rascal red) the painter has applied on the wall, and asks him to change the shade. That’s when his daughter enters the house, being carried in by her friend, Shahid Kapoor. The sight angers Irani, and to add to Kapoor’s woes, he’s wearing a shade of red (rascal red), which Irani doesn’t like. Irani, then gets off the ladder to meet Kapoor, and while doing so, injures his leg. Kapoor then carries Irani to the sofa, and helps him reduce the pain with a few leg exercises. That’s when Irani’s daughter introduces Kapoor to her father and tells him that he is a doctor. The film ends with Kapoor and Irani joking about something together.
Commenting on the TVC, Mrinal Mathur, marketing manager, Dulux, said, “At Dulux, we firmly believe that colour has the power to change people’s lives. Through our new campaign, ‘Apne Rang Chhalakne Do’ we have tried to show how Dulux as a brand brings out the uniqueness in every individual. It is a celebration of the expression of individuality, and how paints from Dulux help that individuality to blossom. Dulux is a leading colour authority and all are endeavours will be to enliven the firmament of Dulux’s global thinking of ‘Lets Colour’. The concept of the TVC and its actors perfectly embody the qualities that Dulux epitomises. And, the TVC keynotes on how colour inspires and transpires spaces and moods.”
Talking about the new TVC, Prasoon Joshi, executive chairman, McCann Erickson Worldgroup India, said, “Dulux was seeking a stronger association with colour. Seemingly simple, but it was imperative to weave the communication around a reality that resonated with the universal audiences. The insight that identities of people are formed through the different shades of their personalities formed the keystone to this endeavour. And, celebrities provided the possibility of role play and giving various dimensions to this thought. The communication showcases this multiplicity of personalities, and McCann’s integrated approach provides the springboard for this idea to come to life. Our ultimate goal is to transform Dulux into a colour authority.”
The film has been directed by Shoojit Sircar.
Dulux will support the new campaign by a 360-degree activation including print, digital, outdoor and radio.