Win with Inmobi: Nerolac empowers local dealers in the digital era

For a majority of Indians, painting the house is usually a once-in-a-year exercise, mostly undertaken ahead of Diwali. To tap into the festive fervour, Nerolac, India’s second-largest paint company, launched a promotional campaign during Diwali. The brand decided to promote the campaign – “Har Din Diwali” (Experience Diwali Every Day) – on mobile to drive interest among its audiences.

As a brand that has always worked closely with its local dealers and distributors, Nerolac wanted to help them grow their businesses. However, with more and more people’s journeys going digital, the brand found the need to use digital platforms to drive the discovery of dealer stores. The brand thus had to solve three major challenges:

Enticing the new-age, digital Indian audience to connect with local dealer stores
Creating an opportunity for real growth in a medium that thrives on mere instantaneous action
Integrating multiple calls-to-action to suit various needs (such as providing contact details, booking a consultation, and driving footfalls) into a single medium of interaction

Nerolac achieved this creatively with InMobi and Interactive Avenues through a custom-built rich media solution for mobile.

The brand leveraged InMobi Audiences to identify its target audience, which in this case was Indians between 25 and 44 years of age from major cities. Nerolac reached these audiences on the apps they used the most, such as top music, news and utility apps. The brand polygon mapped around 5,000 dealer stores close to these audiences to enable and measure store footfalls.

InMobi helped the brand capturethe essence of the “Har Din Diwali” campaign on a full-screen rich media interstitial, driving the need to redecorate their living space. The interstitial was made engaging and powerful with dynamic creative optimisation. Let’s look at how engaging the creative experience was:

The viewer first saw a living room that the brand invited them to decorate with elements on the screen, such as lights, rangoli, and paints that they could drag and drop. Once they did, they would see a beautifully painted and decorated living room with the campaign’s message asking people to paint their homes with Nerolac Paints and experience Diwali every day.

Next, the brand showed them that they could stand a chance to win gold coins, which captured their attention and urged them to know more. This is where dynamic creative optimisation came into play: The brand gained viewers’ trust by displaying the real-time number of gold coin winners and made the next step of the journey easier by showing the location of the nearest dealer store among the 5,000 outlets mapped for the campaign.

But of course, not everybody has the same journey. Some may have questions, others might like to call the dealer first, and then there are people who would like to visit the store right away. To fulfill all these requirements, Nerolac gave the viewer the power to choose among three calls to action:

“Get Direction”, which helped the viewer find the nearest dealer store through an integration with the maps app on the phone, powered by dynamic creative optimisation
“Call Now”, which enabled them to make a direct call to the Nerolac representative
“Book Now”, which redirected them to a webpage to book a consultation

Through this combination of creativity and strategy, Nerolac reached 3.69 million unique users and garnered 9,000+ potential customers in just 10 days! Compelling a digital-first Indian audience to engage with local stores isn’t easy, and Nerolac having achieved this, sets a great example for brands looking to drive similar results.