Dulux Paints

CORPORATE

Dulux accentuates its ‘Velvet Touch’ with Pearl Glo

The campaign, conceptualised by McCann Erickson, uses the transformative power of colour to signify the equation of accelerated success. Brand icon Farhan Akhtar features in the TVC that premieres today

AkzoNobel, the world’s largest paints and coatings company and the maker of Dulux Paints, has launched a campaign to promote its new product, ‘Velvet Touch Pearl Glo’. The campaign, which will feature across both, print and television, has the versatile Farhan Akhtar essaying a role closest to what he is in real life – a man who has evolved across many genres of creativity, is looking to achieve more, attuned to his internal rhythm and inflow with the colours of life.

Pushkar Jain, Category Manager Interiors, Brand and Digital, Dulux, Akzo Nobel India, said, “The campaign aims to build a distinct positioning for Dulux Velvet Touch Pearl Glo in the premium, super luxury paints category – as a product that catalyses success in life through the transformative power of colour. Just as oysters transform irritants into precious pearls, so also success transforms individuals into those who express themselves creatively at all times, renewing themselves and those whose lives they touch. Hence, the name Dulux Velvet Touch Pearl Glo, and the choice of Farhan Akhtar as the man with the Velvet Touch.”

The essence of the script is about Farhan Akhtar portraying a Sutradhar – taking us through stories of people having experienced a certain level of success in life. He derives the credibility of being a storyteller (Sutradhar) from his own story – of being a successful actor, an equally respected director and a talented singer. A man with a velvet touch, always being inspired to do more and to express his creative rhythms, the colours of his multi-faceted personality.

Three distinct human stories are narrated by Farhan – each capturing a different manifestation of renewal and transformation. In each, the power of colour is showcased in its physiological, psychological and philosophical dimensions to reflect the glow of success.

Prasoon Joshi, Executive Chairman, CEO & Chief Creative Officer, McCann Worldgroup India, said, “The creative challenge for us was to interpret the global Dulux positioning of ‘Renewal’ in the Indian cultural environment, for which we created the communication which manifests how the glow of Velvet Touch on a person’s walls inspires the person to keep striving, thus making the brand a catalyst for renewal in the person’s life. Farhan Akhtar epitomizes renewal where his own journey is one of constantly reinventing himself and therefore he proved to be an ideal ambassador for the brand as well as the philosophy.”

Farhan Akhtar, Actor and Brand Champion, Dulux Velvet Touch, commented, “Sometimes, the struggles in life wear down your sheen. You need moments and methods that can inspire, re-energise and transform you. I believe in what Dulux is saying about this paint. The script has energy and colour is infectiously motivating. The TVC is about renewed spaces, brighter colours and renewed visions.”

Campaign details:

·         Creative Agency:                            McCann

·         Director for the film:                       Ravi Udayawar

·         Script writer                                   Prasoon Joshi

·         Production House:                         RU Films         

·         Media Planning:                             Maxus, GroupM

·         Language:                                      English, Hindi, Tamil, Bengali and Malayalam

·         Duration:                                        65 secs

·         National Campaign Launch:           November 08, 2012

Brief note on the script:

The essence of the script is about Farhan Akhtar portraying a Sutradhar – taking us through stories of people having experienced a certain level of success in life.

He derives the credibility of being a story-teller (Sutradhar) from his own story – of being a successful actor, an equally respected director and a talented singer. A man with a velvet touch, always being inspired to do more and to express his creative rhythms, the colours of his multi-faceted personality.

Three distinct human stories are narrated by Farhan – each capturing a different manifestation of renewal and transformation. In each, the power of colour is showcased in its physiological, psychological and philosophical dimensions to reflect the glow of success.

About Dulux Velvet Touch Pearl Glo

Dulux Velvet Touch range uses ‘vivid’, a state of the art technology that delivers a soft sheen and velvety smoothness, which is unique to every Velvet Touch product. Ideal for homes that want a rich, luxurious feel, Dulux Velvet Touch is an inspirational product that offers a unique rich coating and a pearl like glow that is guaranteed to make walls stand out; creating beautiful homes.

About Akzo Nobel India Limited

Present in India for over 100 years and a significant player in the Paints industry. Over the years, it witnessed sustained expansion, growth and transformation. In 2008, Akzo Nobel N.V. became owner of the entire equity share capital of Imperial Chemical Industries Ltd., by virtue of which the Company became a member of the AkzoNobel Group. Akzo Nobel India manufactures and markets paints, coatings and specialty chemicals. In 2012, three AkzoNobel Group companies in India, namely, Akzo Nobel Car Refinishes India Private Limited, Akzo Nobel Chemicals (India) Limited, Akzo Nobel Coatings India Private Limited got merged with Akzo Nobel India Limited, thereby expanding the Company’s presence in a wide range of coatings covering Decorative, Powder, Marine & Protective, Automotive & Aerospace, Coil & Specialty Plastics.

Dulux is its most popular brand of its Decorative coatings business while the Performance Coatings business  provides solutions to many industries and sectors including automotive, consumer electronics, power, aviation, shipping & leisure craft, construction, oil & gas, water & waste water, food & beverages, etc. 

Its chemicals business in India sells more than 30 products grouped under organic peroxides, metal alkyls and Polymer additives to pharmaceutical companies, polymer producers, composite & rubber industry. Every year we try and introduce new products tin India to further strengthen our position as an innovative specialty chemicals company. With employee strength of over 1700, Akzo Nobel India has manufacturing sites, offices and distribution network spread across the country. Its commitment to Health, Safety, Environment & Security (HSE&S) has been amongst the best in class globally, with due care being taken to protect the people and the environment