Nerolac launches a new marketing campaign with Big B

MUMBAI: Goodlass Nerolac Paints limited has decided to reposition its exterior paint brand Nerolac Suraksha. The company launched a new ad campaign as a platform to promote the brand on 10 November featuring brand ambassador Amitabh Bachchan.



Moving away from the comparison with cement paints, the new mandate emphasises the brand's attributes for protecting and creating beautiful exteriors for homes.

Commenting on the new campaign Goodlass Nerolac vice president marketing and sales Anuj Jain says, "The exterior paints category is the fastest growing category in the paints business today. Consumers are seeking to upgrade from low value products like cement paints to high value and high quality products which is where Nerolac Suraksha fits the need gap. We looked at the proposition from a consumer's perspective and thus arrived at 'protection' as a proposition for the brand as the name suggests. The new marketing campaign is a platform to reposition Nerolac Suraksha for protecting consumer's homes and offering better choice and better value to the customers."

Keeping in tune with the new positioning of the brand, the TVC, conceptualised and executed by Ambience Publicis India ltd. showcases a refreshing feel of the brand and will feature on all major TV channels. The campaign has been woven around a child's painting with a bright colorful house. The presence of the Big B in the TVC adds the required grandeur to the campaign while the presence of the child will help create an emotional bond.

The campaign will also include innovative hoardings and creative POP material at all dealer outlets. The company will also launch other below-the-line activities across all the target markets.

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