MUMBAI: Berger Paints has launched a new ad campaign for WeatherCoat All Guard, positioning the brand on rational platform of "Truly Durable Exterior Paint".

The creative agency that has worked on the campaign is Rediffusion Y&R.

The new campaign positions WeatherCoat All Guard as a rain/water guard paint which has inherent ability to repel water. It thereby prevents the building from dampness, paint film swelling/flaking and fungus/algae attacks, the company said.

The TVC targets Sec A1: Male 30- 50 years house owners in Metros and Mini Metros.

"House owners can either own independent house set or a flat in a gated community. The latter TG has been brought in as they are part of the "purchase committee" of a society who decide on the Exterior Paint Brand in consultation with the Contractors. (applicable especially for Mumbai, Gugaon and Bangalore)," the agency said.

The brand propagation will be done through electronic media, both national and regional, reinforced at the ground level by Outdoors. The company will also be actively looking at "neo conventional" medium like radio and "non conventional" medium like Internet to promote the product.

Meanwhile, brand activation would be done at various touchpoints in critical markets. It includes product demonstrations and consumer allurements. The company might explore the option of one off regional level brand ambassador for Kerala and Bengal to catapult sales.

The 30 seconder film which will be released pan India will be based on two key emotions which are fear and protection. Unlike previous films made on rational platform, this will have a tangible emotional pay off.