Vigyaan outsmarts Fake Gyaan in Berger HomeShield's new campaign
Berger Paints, the second largest paint company in India, has always been a frontrunner in innovation. The new campaign for Berger HomeShield, conceptualized by Lowe Lintas Kolkata, advocates the usage of modern technology to encounter problems related to waterproofing. Given that in most parts of India it rains a quarter part of the year, dampness or leakages are frequent problems in most households. Berger HomeShield along with the Berger Concrete Moisture Meter promises to tackle the issue scientifically.
Speaking about the campaign, Abhijit Roy, MD and CEO, Berger Paints said: “Just like a Doctor who prescribes medicines only after accurately diagnosing the ailment, dampness should also be treated similarly. Scientific understanding is significant while finding the right solution. Damp walls and leaking ceilings are harsh realities in Indian homes with limited analytical solutions present in the market. Berger Home Shield with its Concrete Moisture Meter carries out a scientific assessment of the problem and then prescribes a suitable solution based on well researched parameters, which stands out amongst the current alternatives available to the home owners.
The campaign film hinges on the idea that little knowhow, fake gyaan or predictions don’t work. A thorough diagnosis of the problem ensures the right cure, be it for you or your walls. The film featuring Akshay Kumar is directed by Abhishek Varman, renowned for films like 2 States and Kalank. Well-crafted humour and brilliant performances on part of the actors have added a dimension to this film produced by LinProductions.
Talking about the campaign idea, Sagar Kapoor, CCO, Lowe Lintas said: “Leakage is probably the biggest nightmare any home owner would have. What makes it worse is that there are as many fake solutions offered as there are reasons for the walls and ceilings to leak. Berger HomeShield hence aims at demystifying this issue with its Concrete Moisture Meter and waterproofing solutions. The story hence shows the confusion of a family in distress being offered multiple solutions not knowing which one to trust. Akshay Kumar is the voice of reason that asks them to trust science and not fake knowledge.”
The campaign was recently released across online and offline mediums. Since the release of the film, it has garnered over 1 million views over online platforms alone.
Agency: Lowe Lintas Kolkata
Creative: Sagar Kapoor, Ankush Pande, Sajid Khan, Tritirtha Chatterjee, Sajal Das
Account Management: Indranil Mitra, Anannya Ghosh, Ritwik Roy Chowdhury
Production: LinProductions (Director: Abhishek Varman)