Kansai Nerolac unveils HD paints concept

28 Apr,2014

By A Correspondent


Kansai Nerolac Paints Ltd has introduced a first-of-its-kind High Definition (HD) paint technology. Nerolac Impressions is the first range of premium interior emulsions in India that comes with a ‘High Definition’ color technology.


To showcase the new product and its value proposition, Kansai Nerolac has unveiled the campaign comprising of a TVC and digital campaign. With this campaign, Nerolac reinvents its positioning through a new creative punch-line: “Jab Nerolac Impressions ka HD Paint lagega, toh ghar ke saath aapka bhi Impression badhega!”


Enhanced with Micro-Embedded Brightness Boosters (MEBB’s), Nerolac’s Impressions range of interior emulsions offers a sharper look and superior finish. This technology makes the color of walls look brighter, richer and cleaner than other standard emulsions.


“High Definition has become synonymous with our lifestyle today. Based on this insight, we aim to extend this technology to homes as well through HD Paints. Having launched several innovative products under the Impressions brand in the past we hope to provide customers with a larger than life experience and take our offerings to the next level,” said Anuj Jain, Director (Decorative), Kansai Nerolac Paints Ltd.


Bobby Pawar

Bobby Pawar – Director – Chief Creative Officer, South Asia at Publicis Worldwide said, “We wanted to change the conversation that the category leader was having, and we had a product that could do that. So for Nerolac Impressions HD paint we shifted the conversation from emotions and the effect of the color on relationships to the impact a great paint can have on the perceived value of your home and you. A great way to do it was a side-by-side perception demo.”


The entire campaign is based on the insight of ‘how one’s home is an extension of one’s lifestyle and personality’. To reinforce this message, the TVC features brand ambassador Shah Rukh Khan, highlighting the difference between Nerolac Impressions HD Paint and Standard Definition Paint. It uses the humour element to subtly showcase how individuals living in HD Homes vis-a-vis standard definition homes are perceived. These HD paints replicate the color quality difference one would observe between a standard definition TV and a HD TV.


Conceptualized and executed by Publicis Ambience, the film is also dubbed in Hindi and other regional languages and is currently being aired across all national channels.


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