Dulux Paints uses vignettes for brand promotion

MUMBAI: AkzoNobel, the paints and coatings company, has launched a new media innovation in India for its flagship decorative paints brand, Dulux.

Exploring a new format Dulux Paints has tied up with three television serials from Star Plus and Sony Entertainment Television to create small vignettes, which echo the ethos of the of its recently launched thematic campaign, ‘Apne Rang Chhalakne Do‘.

As part of the media innovation, Dulux has shot the lead pair from ‘Yeh Rishta Kya Kehlata Hai‘ and ‘Iss Pyar Ko Kya Naam Doon‘, both from Star Plus and ‘Saas Bina Sasural‘ from Sony in their own setting and created vignettes that bring alive the relationship between personality and colour.

The vignettes highlight the relationship between different characters and how each character has a different shade to them. Each media clip showcases the relationship between the main two protagonists and explains it in terms of a Dulux shade.

AkzoNobel India Dulux marketing manager Pushkar Jain said, "The new proposition of Dulux, ‘Apne Rang Chhalakne do‘ has a universal appeal. The simplicity of the media vignettes makes this a powerful communication. Since daily soaps are a big draw in India and the consumer follows their journey closely, the protagonists of the daily shows had the appeal that was needed to propel the idea."

Maxus general manager north and east Mausumi Kar said, "We won‘t term what we created and executed for Dulux as vignettes. These are brand stories which are a perfect mix of brand communication with the channel content."

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