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Dulux rolls out ad campaign for 'Velvet Touch'

MUMBAI: AkzoNobel, the maker of Dulux Paints, is launching a brand campaign to promote its new product, ‘Velvet Touch Pearl Glo‘.

The new ad campaign has been conceptualised and created by McCann Erickson.

Dulux, Akzo Nobel India category manager interiors- brand and digital Pushkar Jain 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."

The campaign, which will feature across both, print and television, has Farhan Akhtar essaying the role of a man who has evolved across many genres of creativity and is looking to achieve more.

The campaign will be in English, Hindi, Tamil, Bengali and Malayalam.

In the ad film, Farhan Akhtar is portraying a Sutradhar - taking audience through stories of people having experienced a certain level of success in life.

According to the company, 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.

McCann Worldgroup India executive chairman, CEO and chief creative officer Prasoon Joshi 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."

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