Dulux Paints launches a media innovation around its thematic campaign ‘Apne Rang Chhalakne Do’
12/30/2011

Exploring a new format that redefines traditional advertising, Dulux Paints has tied up with three popular television serials from Star Plus and Sony to create small vignettes, which echo the ethos of the of their recently launched thematic campaign, ‘Apne Rang Chhalakne Do’.

Online PR News – 30-December-2011 – – New Delhi, December 21, 2011

AkzoNobel, the largest paints and Coatings Company in the world, has launched a new media innovation in India, for its flagship decorative paints brand, Dulux.

Exploring a new format that redefines traditional advertising, Dulux Paints has tied up with three popular television serials from Star Plus and Sony to create small vignettes, which echo the ethos of the of their recently launched thematic campaign, ‘Apne Rang Chhalakne Do’.

Dulux’s thematic campaign ‘Apne Rang Chhalakne Do’ is centered on the concept of each individual possessing a unique identity, which is reflected by individual’s choice of “colour”

As part of the media innovation, Dulux has shot the lead pair from ‘Yeh Rishta Kya Kehlata Hai’ and ‘Iss Pyar Ko Kya Naam Doon’, both from Star Plus and ‘Saas Bina Sasural’ from Sony in their own setting and created vignettes that bring alive the relationship between personality and colour. This allows consumers to connect with the characters at a much deeper level.
The vignettes highlight the relationship between different characters and how each character has a different shade to them. Each media clip showcases the relationship between the main two protagonists and explains it in terms of a Dulux shade.

Talking about this, Mr Pushkar Jain, Marketing Manager, Dulux, AkzoNobel India, says, “The new proposition of Dulux, "Apne Rang Chhalakne do" has a universal appeal. So we were thinking about ideas which could bring the brand thought alive. The simplicity of the media vignettes makes this a powerful communication. Since daily soaps are a big draw in India and the consumer follows their journey closely, the protagonists of the daily shows had the appeal that was needed to propel the idea.”

“It is an idea which gets the consumer closer to characters that they love. The integration works better than a commercial in terms of explaining the personality and colour connect and has enhanced the overall communication of this campaign. Keeping the brand philosophy of "Adding color to people's lives" at the core of our communication, the thought that every individual/personality can be described as a colour has become more evocative when seen manifest through characters whose personality is identifiable to its viewers in the vignettes.”

Talking about this, Mausumi Kar, General Manager-North and East, Maxus said, "We won't term what we created and executed for Dulux as vignettes. These are brand stories which are a perfect mix of brand communication with the channel content. We have painted the key characters in the top programs across top GECs in our own Dulux shades! These brand snapshots extend the brand proposition with a fresh and credible use of celebrities true to the milieu of the soap's storylines.”

About Akzo Nobel India
Present in India for 100 years and a significant player in the Paints industry, the Company has primarily operated under the ‘Dulux’ brand name. Over the years, it witnessed sustained expansion, growth and transformation. In 2008, Akzo Nobel N.V. became owner of the entire equity share capital of Imperial Chemical Industries Ltd., by virtue of which the Company became a member of the AkzoNobel Group. AkzoNobel India manufactures and markets paints and specialty chemicals. With employee strength of about 900, Akzo Nobel India has manufacturing sites, offices and distribution network spread across the country. Its commitment to Health, Safety, Environment & Security (HSE&S) has been amongst the best in class globally, with due care being taken to protect the people and the environment.

About Akzo Nobel N.V.
AkzoNobel is the largest global paints and Coatings Company and a major producer of specialty chemicals. We supply industries and consumers worldwide with innovative products and are passionate about developing sustainable answers for our customers. Our portfolio includes well known brands such as Dulux, Sikkens, International and Eka. Headquartered in Amsterdam, the Netherlands, we are a Global Fortune 500 company and are consistently ranked as one of the leaders in the area of sustainability. With operations in more than 80 countries, our 55,000 people around the world are committed to excellence and delivering Tomorrow’s Answers Today™. For more information please visit our website. www.akzonobel.com