Nerolac introduces new TVC campaign with Ma Ka Pa in Tamil Nadu
Chennai: In a strategic move to fortify its presence in Tamil Nadu, Kansai Nerolac Paints Limited (KNPL), a frontrunner in India’s paint industry, has introduced an engaging Television Commercial (TVC) campaign. This initiative, featuring the esteemed actor and television personality Ma Ka Pa Anand as the brand ambassador for Tamil Nadu, aims to spotlight the attributes of ‘Nerolac Beauty Little Master Sheen’ and ‘Nerolac Suraksha Sheen,’ part of the favored Nerolac Paint+ series.
The essence of the TVC revolves around showcasing Nerolac’s Paint+ range as the epitome of achieving a lavish sheen finish at an accessible price point. Through a touching storyline, the commercial encapsulates the joy and pride of a young family embarking on a new chapter in their freshly painted abode, with their admiration for the flawless sheen of the walls being a central theme. The seamless integration of cultural elements and relatable interactions with neighbors lends authenticity to the narrative, reinforcing the premium quality of ‘Nerolac Beauty Little Master Sheen’ and ‘Nerolac Suraksha Sheen’ sans the hefty price tag.
Rohit Malkani, Senior Vice President – Decorative Sales and Marketing at Kansai Nerolac Paints Limited, expressed, “We are thrilled to introduce two groundbreaking products in the Tamil Nadu market through our latest TVC. Our market research unveiled a common desire among consumers for a luxurious sheen finish at an affordable price. To address this demand, we launched Nerolac Beauty Little Master Sheen and Nerolac Suraksha Sheen, both pioneering products in their category, democratizing sheen for consumers. These additions to our expanding Paint+ range offer significant points of differentiation, making them the ultimate choice for consumers seeking high-performance sheen paints at a reasonable price.”
He further added, “By enlisting Ma Ka Pa, celebrated for his intelligence, youthful charm, and widespread appeal, as the face of our campaign, we aim to establish a connection with consumers across Tamil Nadu and reaffirm Nerolac’s stature as the preferred brand for quality paints. This underscores our unwavering commitment to quality, innovation, and customer satisfaction.”
Reflecting on the creative process, Vishal Nicholas, Executive Creative Director at FCB Ulka, remarked, “Kansai Nerolac possesses a potent asset in its iconic jingle. Our endeavor to infuse it with a vibrant regional flavor was a celebration of its enduring appeal. With the sunglasses serving as a dual symbol of product performance and cultural resonance, coupled with vibrant visuals, subtle nuances, and dashes of humor, we knew we had crafted a visual and auditory delight.”
Conceptualized by FCB Ulka and directed by S. V Ashwathram, the TVC endeavors to position Nerolac as the preferred choice for consumers seeking high-performance sheen paints that enhance the aesthetic allure of their homes without straining their finances.
