Berger Paints takes Berger Silk proposition further with new TVC

12 Aug,2014

By A Correspondent


Berger Paints unveiled its new campaign for luxury interior brand Berger Silk with the tagline “Duniya Dekhegi Jab Silk Se Saje Zindagi”. Leading Bollywood actor, Katrina Kaif, continues to be the brand ambassador for Silk. Katrina first came on board as the face for the brand Silk in 2012, when the first advertisement of Berger Silk was launched.


Silk has always been positioned on the platform of luxury, aspiration & exclusivity. The new campaign will build on the existing communication platform of “Experience Silk on all your walls” and take it a notch higher to the level of “Experience the richness of Silk.”


Commenting on the concept, Abhijit Roy, Managing Director, Berger Paints India Ltd says “This is the second leg of our association with Miss Katrina Kaif for our brand Berger Silk. Over time, there has been a lot of positive and synergistic imagery rub-off between Katrina and the brand Silk. To build on this association, we hope to reach out to the more discerning consumers through this new television advertisement.”


The ad opens to a can bursting to a splash of Silk. A drop is seen entering the world of Silk which in moments gets metamorphosed into a gorgeous lady (Katrina) who then immerses herself in the richness of Silk and explores the breathtaking walls of a luxurious villa with stunning colors (Silk Emulsion), textures (Silk Illusions) & stencils (Silk Designzz). The ad ends with the campaign tagline “Duniya Dekhegi Jab Silk Se Saje Zindagi” thereby emphasizing the brand promise- Silk makes your walls look so rich, smooth & luxurious that they become masterpieces for the world at large to see and admire.


Berger Paints will be initiating a 360 degree marketing campaign to establish the new ad. The advertisement will be aired across leading channels in various categories of news, movies, sports, GEC and regional.


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