"Aap Apne Ghar Ke Kitne Kareeb Ho?" says Dulux's new campaign

Dulux, the flagship brand of the global giant AkzoNobel recently launched a new integrated campaign for its exterior emulsion, Dulux Weathershield Max.

The campaign challenges the notion that a good paint is one that merely makes the home’s exteriors look good. It compels consumers to take a closer look with its sign off ‘Aap Apne Ghar Ke Kitne Kareeb Ho?’ while establishing Weathershield Max as the only paint that not only assures good looking exteriors but also offers the best protection against the vagaries of nature and cracks. The campaign went on air effective August 20, 2013 and media used is TV, Digital & On-ground. The campaign will be on-air for 6 weeks. 

The objective was two-fold: giving the consumers the confidence and interest to remember and ask for Dulux Weathershield Max by creating branded memorability and consideration and connect protection via Crackproof Technology and the confidence to come closer to one’s home. The intention was to create communication that would strongly differentiate Weathershield Max from competition. 

Over the years, communication codes in the exterior paints category have tended to focus singularly on exterior beauty. This gave Weathershield Max the platform to disrupt the category and bring in a balance by emphasizing on both good looks and solid performance.

The insight was really simple; Just as a book cannot be judged by its cover, merely good looks is no guarantee of substance. One needs to be good inside out to stand a chance of true loyalty from the consumer.

Weathershield Max, powered by the revolutionary new crack-proof technology ushers in the new order by promising real substance - exteriors of the home that not only look good on the outside but are also solid and protected from the inside.

Thus was born the challenge to the consumer to re-evaluate old ways with the campaign thought – ‘Aap Apne Ghar Ke Kitne Kareeb Ho ?’

Two TVCs have been created, depicting everyday situations where what appears to be sweet and lovely on the outside ends up springing an unpleasant surprise on closer inspection. The TVCs will be aired in four different languages - Hindi, Malayalam, Tamil, Bengali.

Agnello Dias - Co-founder and Chief Creative Officer, Taproot India says, "Everything looks good from a distance and this is true of most things in life. Even when it comes to exterior paints, the same rule applies. The acid test for any paint lies not in how it makes your house look from afar, but how well it fares when you get closer. We applied this insight to how Dulux Weathershield Max works and that's how the idea came about."

The concept of  talking about the strategy behind a piece of creative is a little like Sherlock Holmes walking Dr. Watson through a mystery he has solved.  It seems fairly obvious on reflection, that anybody could have done it, and that there's no real mystery to it.

Narayan Devanathan - Executive Vice President and National Planning Director, Dentsu India Group says, "We wanted to create disruption in the exterior paints category, because any new advertising was being attributed to the market leader so merely being ‘different’ was not going to be enough. We wanted to leverage the best story that a brand can have: product superiority. We wanted to do this in a way that people (consumers, contractors, retailers, and general public) could immediately relate to, relate the story to anyone, and give them a handle to remember this as Dulux Weathershield Max. So marrying the insight of "Good from far, far from good" (a truism about people as well as the category) with crack-proof technology that enables walls to be “Door se sundar, kareeb se solid” was a powerful proposition to bring to life. It's too soon to say “Mission Accomplished!” obviously. But this is just the beginning, and it's a beginning that we’re quite excited about!" 

Rajiv Rajgopal, Director – Sales & Marketing, Decorative Paints, AkzoNobel India says, “Dulux is a name synonymous with colour as well as innovative products that ensure longevity and durability of the walls of your home. Dulux Weathershield Max is our flagship product in the performance and protection space and the latest campaign ‘Dur se sundar, kareeb se solid’ hits hard on the need for a product that not just renews the exterior walls, but also offers performance superiority against harsh weather conditions. The campaign weaves in the core philosophies and innovation that is unique to our brand. We have tried to resolve the most common conflict of ‘what appears good from far versus what is good when seen up close’ when it comes to the beauty and protection of the walls of your home. The concept of the TVC perfectly embodies the need for a technologically superior product that gives consumers the confidence to get up, close and personal to their house.”

Description of Film  each of 35 seconds duration :

The first film opens on what appears to be a sweet grandmother sitting, chanting in prayer as she counts on a string of beads. We see a young couple enter the house and move towards the grandmother, all the while talking about how sweet, calm and serene she looks. But as they come closer, they get to hear her and realise that she’s actually muttering curses against her daughter-in-law and others.

Both the guests are extremely shocked seeing the old lady’s deceiving avatar and the male voice-over draws a parallel to how a house that looks pretty on the outside is actually a castle of cracks on closer inspection.  The promise of Weathershield Max is then established with the commercial ending with the line ‘To Aap Apne Ghar Ke Kitne Kareeb Ho ?!’

The second ad film opens on what appears to be an adorable baby girl sitting on a pram in a large open balcony of a beautiful house. The baby’s mother is standing right next to her. A couple can be seen as walking in with a large gift and as soon as they see the baby, they instantly take to her and as the lady picks her up for a cuddle and kiss, the little girl bites her on the nose, pokes a finger in her eye and starts bawling at the top of her voice.

The lady gets horrified and taken aback and the male voice-over draws a parallel to how a house that looks pretty on the outside is actually a castle of cracks on closer inspection.  The promise of Weathershield Max is then established with the commercial ending with the line ‘To Aap Apne Ghar Ke Kitne Kareeb Ho ?’

Campaign Credits: TVC

Client: Dulux (AkzoNobel)

Creative Agency: Dentsu Marcom - Taproot India

Account management: Abhinav Kaushik, Karun Arora, Amritesh Bakshi

Planning: Narayan Devanathan, Anand Murty

National Creative Director: Agnello Dias

Art Director: Ekta Verma, Sumit Vashisth

Copywriter: Pallavi Chakravarti

Director (of the film): Rajesh Krishnan

Producer: Ameya Dahibavkar

Production House: Soda Films 

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