Berger Paints launches new TVC for Easy Clean

Berger Paints launched its new ad campaign for its interior paint brand Easy Clean with the tag line ‘No Daag No Dhabba, Only beautiful walls’.

The philosophy behind this new campaign is to break the clutter of the Washable Interior Paint category and position Easy Clean as a luxury emulsion that has been substantiated with Cross Linking Polymer (CLIP) technology which forms a non-permeate membrane. This does not allow the micro-particles to enter inside the paint film and makes it easy to clean.

The idea here revolves around a simple insight that people want clean good looking walls and our walls tend to get dirty. And to get those clean walls they don’t want to take too much effort. They want the walls to get cleaned easily. The USP of Berger Easy Clean is the ease with which one can keep the walls clean even with the most stubborn stains.

The advertisement shows some typical Indian situations and habits that end up staining the walls and how it is a hassle free cleaning with Berger Easy Clean. The ad uniquely portrays this with the proposition of ‘No Daag No Dhabba, Only Beautiful Walls’ where we see walls getting stained by regular activities of people and the ease at which the stained walls can be cleaned. The fact that Berger Easy Clean has CLIP Technology that forms a non-permeate membrane which doesn’t allow micro-particles to enter inside the paint film making it easier to clean the wall stains and keep the house looking fresh for years serves as the “Reason to Believe” (RTB) for this advertisement.

Washability has emerged as the most sought out feature in an Interior Wall Paint. The biggest pain-point for a customer is when the walls get stained, it is either difficult to remove or the stain is removed along with the paint both of which is a cause of worry.

Brand Propagation will be done through Electronic Media on the leading Malayali channels like Asianet, Asianet PLUS, Surya, Asianet Movies, Kiran TV, Asianet NEWS, Reporter TV and Mathrubhumi NEWS.  The commercial will also be aired at “non-conventional” medium like the Internet. The TVC would also be showcased in the Mollywood blockbuster releases for the upcoming season.
About Berger Paints India Limited

Berger Paints India Ltd. headquartered in Kolkata, is amongst top 30 paint companies in the world with global footprints across continents. It is also amongst the top 6 paint company in Asia. Founded in 1923, this FMCG major has one of the largest distribution networks consisting of 16500 plus channel members serviced through 135 stock points &10 production units. It has 4 distinct business verticals namely Decorative Coatings, Protective Coating, Automotive Coatings, Industrial and Powder Coatings with about 10000 + product Sku’s on offer.

Berger is credited with proactive launch of new generation products in various categories of paints which made it one of the fastest growing paint Companies in the world in the last decade. Its recent successful launches include WeatherCoat Allguard (First Silicon based Exterior Emulsion in the country which reverses the effects of rain), Rangoli Easy Clean (Cross linking polymer which keeps walls stain free) and Silk ( Luxury interior emulsion which makes you experience Silk on your walls) and Breathe Easy. Its flagship Brands also include Luxol Hi Gloss enamel paints and Illusions, range of designer wear for the walls.

Being an ISO 14001 company its quality products have attained instant recognition worldwide and continues to meet quality requirements that are demanded today in domestic markets. To meet the surging demand of its Brands, the company is undertaking huge capacity expansion through both Brown and Green field projects located across various locations in India.