Kansai Nerolac introduces "Excel Mica Marble"

Kansai Nerolac Paints Ltd., one of India’s leading paint companies has launched a new paint product for exteriors: ‘Excel Mica Marble’ as part of Nerolac Excel brand franchise, a leading range of exterior paint products.

The product is a one of its kind, India’s first such offering in paints that is an extremely durable UV resistant water based exterior emulsion.

Nerolac Excel Mica Marble has a distinct formulation of Mica particles and Marble boosters. Combined Mica-Marble transform exterior paints into a protective and aesthetically appealing shield for walls from the onslaught of the elements. This unique combination provides the paint additional strength and increases its overall performance against different and adverse weather conditions. It delivers an attractive finish that lasts for longer than normal exterior emulsions.



To highlight these extreme performance attributes of toughness and shine, a TVC featuring ace cricketers - Suresh Raina, Brendon Mc Cullum, Dwayne Bravo and Ravindra Jadeja from the IPL team Gujarat Lions has been launched.

The ad film opens with Suresh Raina, Brendon McCullum, Dwayne Bravo and Ravindra Jadeja enjoying a game of cricket. An old couple is then seen sipping tea on their balcony when a sudden loud thud of a cricket ball hitting the wall of the house interrupts their reverie. This happens to every house in the neighbourhood and the ball damages the exterior paint of the houses causing the paint to peel off.

This sends out a wave of panic as homeowners scurry for cover. The houses then, much to the surprise of the viewer spring wheels and transform into trailers that line up behind one lone house. This house and its owner refuse to panic even as it stands guard against the cricketers.

The cricketers take on this house next, but when the ball hits the wall, no damage occurs to the paint and the occupant is unperturbed enjoying the show of skill and even applauding the players.

It is then revealed that this house is protected by Kansai Nerolac’s Excel Mica Marble exterior emulsion.

Speaking about the product, Mr. Anuj Jain, Director Decorative Paints at Kansai Nerolac Paints Limited said, “Nerolac has been pioneering innovative and break through products in India and Excel Mica Marble is one such unique product. A part of Nerolac’s Excel range of exterior products, it provides a unique blend of long lasting toughness and smooth finish for home exteriors, a first in India.

Our homes offer us shelter and protection and we in turn do our best to ensure our home is safeguarded against external elements and weather damage. Mica lends toughness and is an excellent barrier reducing the reach and impact of water molecules on the surface of exterior walls. Marble used extensively for its beauty and elegance contributes a smooth and shiny finish. This product is sure to stand out amongst the external emulsions currently available in the market.

The TVC brief hence was to create an entertaining commercial that underlines the superior performance of the product. We decided to leverage our association with cricket to highlight the product benefits as nothing there is nothing better than sports to showcase the performance of a tough product. The Mica Marble TVC is different from the typical home exterior ads, much like the product!”

Excel Mica Marble has enhanced mica particles that offer such an arrangement that it forms a multi layered sheet which acts like an impermeable film providing excellent water barrier to the walls. Mica is also elastic in nature and can withstand hairline cracks. UV rays of the Sun act as bleaching agents making walls fade over time. High quality Marble pigments in Nerolac Excel Mica Marble acts as an anti-UV agent, keeping the homes up to 5 degrees cooler. Superior quality combination of Mica and Marble particles add to the overall shine of the paint thereby providing an excellent sheen to the walls that last longer.

Bobby Pawar, Managing Director, Publicis Communications, South Asia says, “The communication challenge before us was very interesting. How could we launch a new innovation in paints while leveraging Nerolac’s sponsorship of the Gujarat Lions?  How could we do justice to both, the benefit of the product (i.e. the strength of Mica and the gloss of marble) and the celebrity value of the cricketers?
The answer came in the form of a simple idea. Pit the strength of the cricketers against the strength of the Nerolac Excel Mica Marble in an interesting way.”
Jigar Fernandes, Executive Creative Director, Publicis Ambience says "When your house is in danger, you have to suffer in silence as you can't really move your house to a safer place. Or can you?? This simple ridiculous question was taken seriously. And then one thing led to another. It's essentially a demo film. Unlike a demo film.”


Managing Director and Chief Creative Officer, South Asia – Bobby Pawar
Chief Operating Officer – Paritosh Srivastava
Executive Creative Director – Jigar Fernandes
Creatives: Jigar Fernandes, Avinash Jakhalekar
Account Management: Chandan Jha, Darrell Fernandes, Jiten Painter
Films: Jignesh Maru, Sagar Bhanushali
Production Company: Eeksaurus Films
Director: E Suresh
 

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