Forgiveness is Easy', Dulux Superclean's new brand campaign,

Dulux, from the house of AkzoNobel, the world’s largest paints and coatings company unveiled two new TV Commercials for their recently introduced, innovative product, Dulux Superclean. The campaign titled, ‘Forgiveness is Easy’ celebrates the most cherished bond between a child and a mother and focusses on the importance of providing a stress-free home environment. Dulux Superclean has recently been voted as India’s ‘Product of the Year 2014’ in the paints category by a   consumer survey on product innovation, co- conducted by ‘Product of the Year’ and Nielsen is the largest survey in India.

The new advertisements are scheduled to go on air on 23 May, 2014. Both the TVCs have been filmed in a home setting and the 30 second commercials are a manifestation of a child’s innocence and how stains are part of growing up.  The ads can be viewed in Tamil, Malayalam, Bengali and Hindi. The Dulux Superclean campaign will be largely led by television and supported by digital media - Facebook, Twitter, and YouTube.

Kick starting this campaign, Rajiv Rajgopal, Director, Decorative Paints, AkzoNobel India, said, “Dulux Superclean is the only stain repellent paint in India with a new beading technology which ensures that stains do not form on the walls; instead convert into tiny beads which roll off the wall’s surface. The new TVCs target young parents who have a progressive approach to parenting, where they want to provide an uninhibited learning environment to their children. However, being conscious of the look of their homes, they do realise that upkeep of their homes is a big challenge while raising children. With kids at home, one can’t control splashes and spills on the walls; however with the launch of Dulux Superclean we can leave it to Dulux to fight the stain battles and provide children a nurturing environment to develop and grow.”

Film 1 Jack & Jill:

The film opens with a young girl reciting the Jack & Jill nursery rhyme, while colouring in her book. Her mother is working in the background. The little girl spots a fancy ink pen on the table and while opening it, accidently spills some ink on the adjacent wall. The mom spots the stain and pretends to be angry with her daughter because she is confident that the Dulux Superclean paint on her wall will repel the stain, leaving the wall spotless. She cannot keep up with this mock anger, and continues to complete the nursery rhyme for her daughter while hugging her.

Film 2 Hungry Walls:

The film opens with a young boy leaning against the kitchen wall, licking and enjoying his green ice lolly. We see his mother looking for her son and she comes till the wall, where the young boy is sitting. On seeing his mother, he also looks at the wall behind him, which he has accidentally stained with the ice lolly. His mother pretends to be angry as the wall is now stained, but she is totally confident of the Dulux Superclean paint applied on the wall. To cover up his mistake, the young boy makes up a story on the spot, on how walls have a mouth and it wanted his ice lolly. He makes a sad face and blames the wall for finishing his ice lolly. After hearing the entire story from her child, the mother smiles and hugs him for telling her a creative story. By this time, the ice lolly stain has trickled down the wall, leaving no stain behind.

Both the TVCs end with a voiceover that says – ‘ab bachchon ko maaf karna aasaan aur deewaroon ko saaf rakhna bhi aasaan’.  When translated in English, ‘forgiving children is easy while keeping your walls clean is easier.’

TVC details:

·         Creative Agency                     :           Dentsu Marcom Pvt. Ltd.   

·         Creative Head                         :           Agnello Dias & Soumitra Karnik

·         VP                                           :           Abhinav Kaushik

·         Account Planning                    :           Narayan Devanathan, Anand Murthy & Neha Khaneja

·         Account Management            :          Jazryk Gill & Sumera Dewan

·         Agency Producer                    :           Dawa Lama

·         TVC Director                           :           Deb Medhekar

·         Producer                                 :           Lisa D’costa (Equinox Films)

·         Music Director                        :          Gaurav Chatterjee