Mumbai: In an attempt to engage with the "Generation Next" audience, Kansai Nerolac is leveraging the online space through a new phrase with its latest social media campaign - Kuch Change Karein, Chalo Tune Badlein - personalise the Nerolac Jingle.

The campaign aims at involving consumer in building the brand Nerolac. Consumers from across the country and even outside India can participate in the contest by coming up with their own version of the jingle of Nerolac - "Jab Ghar ki raunak badhani ho, Deewaron ko jab sajana ho, Nerolac, Nerolac".

Kansai Nerolac Paints vice-president - marketing (decorative) Sukhpreet Singh said, "Social media has always been an important ingredient of our marketing mix. Early last year we launched Nerolac Earth Matters on Facebook which is a platform for architects and interior designers to share sustainable living ideas/concepts. This latest campaign will connect us with young Indian consumers who believe that life is colourful and vibrant. The contest intends to engage with the new self-reliant young consumers who today are financially independent and have high disposable income"

All the new versions of the Jingle generated by the consumers would compete on social media platforms like Facebook and Twitter to emerge as winners in various categories like The Best Jingle, The Most Voted Jingle, The Best New Lyrics, The Best New Arrangement and could possibly be chosen for the future campaigns of the brand. The winners also stand a chance to win cash prizes.