Publicis Ambience has conceptualized Kansai Nerolac’s latest campaign for their new offering in exterior paint, Excel Mica Marble with the focus kept on the universally desired benefit of a house with tough paint. Kansai Nerolac has also partnered with the recently formed IPL team Gujarat Lions to promote this product. The new product has the strengthening benefit of Mica and the aesthetic benefit of Marble.
The ad shows how houses painted with other exterior paints are unable to withstand the menacing
impacts by cricket balls struck by Raina and other players. The TVC opens with hard-hitting cricketing shots by Brendon McCullum and Jadeja striking the walls of houses, much to the fright and panic of the house owners. Suddenly, you see the houses being driven away. You see the cricketers thoroughly enjoying themselves as they see all this. We see the houses scurrying and hiding behind a beautifully painted house. Just then, we see the owner of the house sipping coffee on the balcony of this beautifully painted house, unaffected by all the commotion. The unique product window goes on to explain that this house has been painted with Excel Mica Marble which has the strength to withstand even the powerful shots of these world class cricketers.
Speaking about the campaign, Mr. Anuj Jain, Director Decorative Paints at Kansai Nerolac Paints Limited says, “Nerolac has been pioneering innovative and break through products in India and Excel Mica Marble is one such unique product. A part of Nerolac’s Excel range of exterior products, it provides a unique blend of long lasting toughness and smooth finish for home exteriors, a first in India.
Our homes offer us shelter and protection and we in turn do our best to ensure our home is safeguarded against external elements and weather damage. Mica lends toughness and is an excellent barrier reducing the reach and impact of water molecules on the surface of exterior walls. Marble used extensively for its beauty and elegance contributes a smooth and shiny finish. This product is sure to stand out amongst the external emulsions currently available in the market.
The TVC brief hence was to create an entertaining commercial that underlines the superior performance of the product. We decided to leverage our association with cricket to highlight the product benefits as nothing there is nothing better than sports to showcase the performance of a tough product. The Mica Marble TVC is different from the typical home exterior ads, much like the product!”
Bobby Pawar, Managing Director, Publicis Communications, South Asia says “The communication challenge before us was very interesting. How can we launch a new innovation in paints while leveraging Nerolac’s sponsorship of the Gujarat Lions? How do we do justice to both, the benefit of the product (i.e. the strength of Mica and the gloss of marble) and the celebrity value of the cricketers? The answer came in the form of a simple idea. Pit the strength of the cricketers against the strength of the Nerolac Excel Mica Marble in an interesting way.
Jigar Fernandes, Executive Creative Director, Publicis Ambience says “When your house is in danger, you have to suffer in silence as you can’t really move your house to a safer place. Or can you?? This simple ridiculous question was taken seriously. And then one thing led to another. It’s essentially a demo film. Unlike a demo film.”
Managing Director and Chief Creative Officer, South Asia – Bobby Pawar
Chief Operating Officer – Paritosh Srivastava
Executive Creative Director – Jigar Fernandes
Creatives: Jigar Fernandes, Avinash Jakhalekar
Account Management: Chandan Jha, Darrell Fernandes, Jiten Painter
Films: Jignesh Maru, Sagar Bhanushali
Production Company: Eeksaurus Films
Director: E Suresh