Nerolac Impressions refreshing walls and relationships alike
Kansai Nerolac has recently launched a television campaign for their brand of premium interior paints, Nerolac Impressions. The campaign features actors Konkona Sen Sharma and Irfan Khan and aims to show how Nerolac colours can help reflect one’s personality. In short, it is all about rediscovering one’s self while painting.
Kansai Nerolac has recently launched a television campaign for their brand of premium interior paints, Nerolac Impressions. The campaign features actors Konkona Sen Sharma and Irfan Khan and aims to show how Nerolac colours can help reflect one’s personality. In short, it is all about rediscovering one’s self while painting.
The theme behind the campaign is ‘Apke rang. Apki pehchan’, and the idea is to show how painting walls, which can be seen as a de-motivator for the consumers, can be rediscovering one’s true self and turning it into a category motivator.
The communication showcases via a married couple (Irfan Khan and Konkana Sen), whose home is being painted. They seem angry with each other, with life… until they chance upon a flute that they had once connected over, and then in the course of life had neglected. It is the process of painting and the flute that they find amidst it that helps them rediscover the people that they once were, thereby refreshing the magic in their relationship.
The communication brief was to showcase design possibilities for homes with Nerolac Impressions, while creating distinct imagery for itself within the category. While the overall ad spend for the campaign was not revealed, it is learnt that Nerolac Impressions will be a 360 degree ad campaign, with below the line activities being extensive. The BTL activities include merchandising, mall promotions, hoardings, etc. The digital campaigns are another area of focus, which would be launched soon.
