New TVC of Dulux takes a slice of life approach!

AkzoNobel India, the maker of Dulux Paints, launched a new TV commercial for its latest product Dulux Super Smooth, late last month. Dulux Super Smooth, is a rich, matt, premium emulsion paint which gives walls a super smooth finish with a colour palette of more than 2000 shades.

The TVC was conceptualized by BBDO India and is directed by Gajraj Rao of Code Red Films. The TVC takes a slice of life approach, bringing out the transformational nature of paint. Shot in a typical familial setting, where a wife expresses her desire to start working to support the family's monthly EMI. Her husband surprises her by transforming an old room into a magnificent centre for music, by painting it with Dulux Super Smooth. The wife now can fulfil her desire to teach music and contribute to her family's earnings. The TVC drives home Dulux's message of transforming spaces with paint and creating a happier atmosphere through colour.

Talking about the new TVC, Sandipan Bhattacharyya, BBDO India Executive Creative Director said, "The great Indian migration is opening up new opportunities for ambitious, upwardly-mobile couples who are chasing their dreams. Dulux Super Smooth wants to inspire them to do something better and bigger, to make some smooth transformations so to speak. The paint facilitates a smooth transformation not just of their unused spaces, but also their lives. Another interesting aspect that's captured in this campaign is the changing face of the neo-Indian male-sensitive to a woman's needs and aspirations. We hope it resonates with people and pushes up the involvement level with paints."

In addition Gurpreet Singh, Brand Head, Dulux Super Smooth Paints said, "We at Dulux strongly believe that paint can uplift our moods and have a truly transformational effect. Through this new television commercial for Dulux Super Smooth, our endeavour is to communicate that the product brings smoothness not only to the consumers' walls, but also to their lives. Packed with an enhanced ease of application, Dulux Super Smooth is a superior product, which offers consumers a great option."

Dulux Super Smooth is a rich, matt, premium emulsion paint which promises to give a makeover to your walls with a guarantee of 10% extra coverage. The easy to apply formula of Dulux Super Smooth makes it resistance free for walls, making the painting experience better. The rich matt finish gives a touch of luxury and satin smoothness to walls and only adds to the desirable quotient of the paint. | By Vanessa Azavedo [vanessa(at)adgully.com]