Anil Thakraney’s Debrief: Dulux lacks colour

29 Sep,2011

Dulux has come out with a bad copy of the Asian Paints idea. While I understand the desperate need for a lifestyle approach to paints advertising, since the functional route won’t work in this category, there is a crying need for originality in this category. Because that’s the only way to induce brand connect for paints.

 

Dulux’s new commercial says ‘Apna Rang Chhalakne Do’. It features actors Shahid Kapur and Boman Irani. Irani is finicky about the red colour he wants, and is seen giving hell to his painter on the exact shade. Suddenly, Kapur waltzes into his house, with Irani’s daughter in his arms, wearing what is called a ‘Rascal red’ tee. This follows a sequence of some very trite banter between the characters, till we are told Kapur is a doctor! Wow, we are impressed!

 

Not only does the ad immediately remind you of the Asian Paints ‘Mera wala blue’ campaign, the execution is so dull, boring and well, colourless, it puts you off despite the presence of movie actors. The conversation is forced, the humour contrived. In short, the commercial is a dud any which way you look at it.

 

The least Dulux ought to have done was to come up with a more interesting tribute to Asian Paints.

 

Rating: (On a scale of 1 to 5): A BIG ZERO. In Rascal red.

 

 

Anil Thakraney’s ad review column DeBrief will appear twice a week – Tuesdays and Thursdays.

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