MAM

McCann Erickson creates new TVC for Nerolac Excel Total

MUMBAI: Kansai Nerolac has launched a new television commercial for its premium exterior paints, ‘Nerolac Excel Total‘.


Playing on the theme, ‘Na papdi utre, na surat badle‘, the TVC has been conceptualized by McCann Erickson. 
 
Directed by Pradeep Sarkar, the ad revolves Papdi Priya, who acts as a metaphor and puts on layers of make-up to look stunning from far. However, the moment she‘s exposed to hard sunlight, her make-up peels off making her unrecognizable to her own husband. 
 
Similarly, a paint brand that is "not so good" can make a house look stunning from the outside, but the moment it is subject to even the rain or the sun, it peels off and looses it‘s beauty, rendering it unrecognizable to the very people who lived within. 
 
Says McCann Erickson Asia Pacific executive chairman and regional executive creative director Prasoon Joshi, "The basic premise is that of a house whose paint peels off like ‘papdi‘. What we‘ve basically done is humanized the problem. What would you do if your skin began peeling off like paint? Hence, the concept of Papdi Priya."

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