Dulux: HOW DOES A PAINT SOLVE INDIA'S ELECTRICITY PROBLEM?

Credits & Description:

Advertiser: AKZONOBEL
Agency: MAXUS GLOBAL
Category: Best Use of Branded Content & Sponsorship
Client Leader: Eeshita Ghosh (Maxus)
National Director: Shalja Vohra (Maxus)
Business Manager: Naveen Joshi (Maxus)
Business Group Head: Arpan Priyamvada (Maxus)
Business Executive: Druti Singh (Maxus)
General Manger: Mausumi Kar (Maxus)

Effectiveness
As a result of this activity, Consideration scores went up by 6% in a single quarter. Our brand scores improved on all parameters such as TOMA and Spontaneous Recall.Sales went up by 15% in the last quarter of 2012.Client Quote: “Product innovation is at the core of our work at AkzoNobel. The documentary does a great job in credibly educating the consumer on ‘Dulux WeatherShield’, a sustainable painting solution” Aparna Sopory, Marketing and Strategy Manager, Decorative Paints, Akzo Nobel India(Source: Client Brand Track by TNS)

Execution
We created content aimed at building awareness from scratch and highlighting the uniqueness of Dulux Weathershield max in the most authentic manner.Dulux tied up with Discovery Network, they own a format called “Inside Out” which selects a novel topic and explores it in detail. An entire episode of this show was dedicated to the making of Dulux Weathershield Max. We drew attention to the booming construction industry in India and the excessively used harmful solvents in exterior paints. Also the role of paint in reducing power consumption by 10% by keeping interiors cooler and reducing environmental hazards.The show was simulcast on Discovery, Discovery Science & Discovery Tamil, to transcend the language barrier.In order to create buzz, the show was heavily promoted for 2 weeks on the entire Discovery Network. Webisodes and snippets of the show were shown on the YouTube channel and heavily promoted on Facebook.

Strategy
The goal was to increase the consideration scores of Dulux in India, in the exterior-paints category which is otherwise dominated by Asian Paints. We had to increase the consumer involvement in the decision making process when buying exterior-paint, alongside building equity amongst the dealers & contractors. The target-audience here was the final consumers and the dealers and contractors who influence the final decision. The exterior paints category in India is heavily dependent on dealers and contractors and the consumer involvement in final purchase is very low. People have zero awareness about the role that exterior paint plays in decreasing power consumption and creating a sustainable environment. We went beyond a 30-sec commercial and created content around exterior paints, thus meeting the dual challenge of creating awareness and increasing credibility while addressing crucial problems people face like excessive electricity consumption in summers, in the backdrop of a booming construction-industry.