Berger Paints Silk Glamor showcases the soul behind picture perfect walls

Berger Paints India has rolled out its new ad campaign for the launch of their Silk Glamor Luxury Emulsion paint. Conceptualised by J. Walter Thompson, the campaign features Katrina Kaif telling the story of her home and how she nurtures the feeling of decorating her home to make it picture perfect. The concept of a beautiful home and colourful glamorous walls go hand in hand and help us to make the journey of our lives brighter. The walls are not just a physical structure, but they have soul in it to witness all our memories and capture these precious moments. 

The philosophy behind this new ad campaign is to create a unique brand identity in the super premium interior emulsion category around luxury and glamour. This campaign gives the viewers an imagery to find out the reflection of themselves in their individual homes. Houses are reflection of people’s tastes and thus, this campaign makes the consumer feel that ‘Silk Glamor’ is the last word in the super premium category and, therefore, it should be the most preferred choice. 

Silk Glamor TVC: 

Commenting on the concept, Sudhir Nair, General Manager, Marketing, Berger Paints India, said, “The new advertisement harps on the idea of giving a stylish makeover to the walls of our home with new reflective technology, Silk Glamor. The idea of roping in Katrina Kaif is to explain the beauty of the product to the customers and to accentuate the Silk Glamor brand to higher levels.” 

Priya Shivakumar, Vice President & Executive Creative Director, JWT, added here, “While thinking of the story line, I looked at the wall as not just a physical structure. You know the walls have emotions and soul and it actually gets a meaning when we put objects on it. Each one of us should be very specific while painting our homes and walls and thereby choosing so supreme and sensual touch makes them stay special.” 

Campaign credits: 

Creative Agency: JWT

Client: Berger Pains India

Executive Creative Director: Priya Shivakumar

Copy: Swanand Kirkire

Account Management: Bodhisatwa Ghosh

Production House: Firecracker

Director: Sunhil Sippy