Kansai Nerolac is the world leader in industrial paints & the second largest decorative paint company in the world. In India, they are based out of Mumbai. They recently launched their Excel range of paints for homes; with a unique Weather Defence Formula that protects the house from extreme weather conditions. They did a traditional launch with a TV commercial starring Indian superstar – Shah Rukh Khan; their brand ambassador. Besides the traditional route, they wanted to pair it up with something different and interesting this time. Therefore they decided to adopt the mobile platform & partnered with Lodestar to connect with their target audience.
To introduce Nerolac Excel’s unique Weather Defence Formula & engage the audience through interactions while emphasizing on the USP of the product.
The campaign captured & engaged users with a simple concept that was executed with precision using Vserv’s premium App & WAP inventory. Their core target audience was affluent men between ages 27-35 years residing in independent houses in metropolitan cities and therefore the decision makers in terms of materials used to maintain their homes against wear and tear. Since the campaign addressed tech-savvy men, it was rolled out on smart-phones that can access Wi-Fi, applications and premium news sites.
The campaign was planned as a rich media HTML5 creative concept. The ad introduced the users to a house in a deteriorating condition due to extreme weather conditions like harsh sun rays & rains. The users were asked to save the house by choosing an option of using Nerolac exterior paints as opposed to normal paints. They could witness a marked difference after using Nerolac thereby leading him to the TVC with a call to action.
The primary aim of the campaign to showcase the video and engage the audience was accomplished with great success. As the campaign was CPM driven, it was important to get more impressions within the given time frame. The creative delivered a total of 2.1 million impressions with 2.5% CTR. More than 800 complete video views were recorded. As this was their first ever campaign with a mobile interactive element, Nerolac was happy with the positive response registered.