Nerolac Paints takes a dig at distemper in latest film by Publicis India

Kansai Nerolac has relaunched its popular interior paint, Nerolac Beauty Emulsion, positioning it as a more discerning choice of paint in the long run. Through this campaign, Kansai Nerolac also attempts to dispel the notion of emulsion paints being more expensive than distemper.

The TVC, conceptualized and executed by Publicis India, begins in a middle-class home wherein a young boy is asking his girlfriend’s parents (Tiku Talsania and Swaroop Sampat) for her hand in marriage. The humor in the film suddenly takes off at this point. The parents call out the painter who’s been applying Nerolac Beauty Emulsion in another room and asks him as to why they have chosen Nerolac Beauty Emulsion over distemper this year.

In almost a rehearsed manner, the painter begins professing the various benefits (khoobis) that Nerolac Beauty Emulsion provides over a normal distemper. And therefore makes for a more discerning choice that actually turns out cheaper.

The choice of paint becomes a testimony for the judicious parents and they proceed with the all-important question to the boy; viz “tum-mein kya khoobi hai?”

The TVC ends with beautiful walls freshly painted with Nerolac Beauty emulsion, and the painter along with the parents re-iterating the brand promise of ‘Bachat full. Deewarein beautiful.’

Speaking about the campaign, Mr. Anuj Jain, Director – Decorative and Industrial Sales & Marketing, Kansai Nerolac Paints Ltd. said, “With this campaign, we are addressing a consumer need for better finish and value from the paint. There is a common perception that emulsions are expensive as compared to distemper and this campaign aims to demystify that myth. Our Beauty Emulsion offers a great finish with longer life and the coverage is much better than distemper, hence, making it a right choice for people looking to paint their homes.”

Adding his views, Bobby Pawar, Managing Director & Chief Creative Officer – South Asia, Publicis India said: “Nerolac Beauty is a popular emulsion. The idea therefore needed to be rooted in the notion of discernment amongst masses. And that’s how the peculiar situation of the parents’ judgement and acumen about the choice of their daughter’s groom came about.”

Paritosh Srivastava, Chief Operating Officer, Publicis Ambience says, “Our attempt here is to bust the myth that emulsion paints are more expensive than distempers, in a manner that’s humorous and entertaining. It’s almost a sales pitch that’s weaved in an engaging storyline with proven actors. We’re confident that the strategy will lead to disproportionate upgrades from distemper and help deepen the category penetration.”

The film has been launched across popular offline and online platforms in India.

Watch the film here: