Badhao aapka impression: SRK, in new Nerolac Impressions ad

Kansai Nerolac Paints has recently launched Nerolac Impressions, a variant that employs High Definition (HD) paint technology. To showcase the new product and proposition, the brand has unveiled a new TV-led campaign comprising digital. Shahrukh Khan, the brand ambassador features in the ads. Through this initiative, Kansai Nerolac aims to reinvent its positioning through the tag line, “Jab Nerolac Impressions ka HD Paint lagega, toh gharke saath aapka bhi impression badhega.”

“High Definition has become synonymous with our lifestyle today. Based on this insight, we aim to extend this technology to homes as well through HD Paints. Having launched several innovative products under the Impressions brand in the past we hope to provide customers with a larger than life experience and take our offerings to the next level,” said Anuj Jain, director (decorative), Kansai Nerolac Paints.

The film opens with Shahrukh Khan posing a question to viewers - How are Nerolac Impression HD paints better than standard paint? A man is passing by and SRK just whisks him away. Cut to the scene where they materialize in a house painted with HD paint. SRK asks the man “So, what kind of people do you think live here?” The man thinks very colourful, ‘Page 3’ type people live in such homes. Next, they are in a dull-looking house painted with standard paint. Again, SRK asks the man the same question. The man thinks that very ‘black and white’, dull people live there. Again, they move to an HD home, and SRK asks the man “Well, how do you think the people in this home express love to each other?” The man thinks that the residents of that home must be very filmy and stylish even in the way they express love to each other - with flowers, etc. Again, they go to a standard-painted home, and the man says here, too people must express their love with flowers, but of the cauliflower variety. The film ends with SRK telling viewers that their homes give out an impression about them.

Watch the film here:

Bobby Pawar , director and chief creative officer, South Asia at Publicis Worldwide said, “We wanted to change the conversation that the category leader was having, and we had a product that could do that. So for Nerolac Impressions HD paint we shifted the conversation from emotions and the effect of the Color on relationships to the impact a great paint can have on the perceived value of your home and you. A great way to do it was a side-by-side perception demo.”

Credits
Client: Kansai Nerolac Paints
Creative agency: Publicis Ambience
National creative director: Bobby Pawar
Films: JigneshMaru
Production house: Apostrophe Films
Director: Koushik Sarkar
Producer: Hamesh