Execution

Nerolac owned the Maha Kumbh this year at less than $18 dollars touching nearly 12 million people, showcasing its extensive range of colors. Idea The first task was to find the right touch point: a place which was a melting pot for both people and colors. We were in luck. 2013 saw the Maha Kumbh Mela. The Maha Kumbh Mela is a once in twelve years religious Hindu congregation at the banks of the Ganges at Prayaag, Allahabad. This year’s Maha Kumbh saw 12 million people from all corners of the country and the world. Our ‘maximum people’ part of the problem had been solved. What we now needed was a way to figure out to showcase the extensive range of colors. Here again the uniqueness of the touch point afforded us with the opportunity. The Maha Kumbh Mela was already a vibrant canvas of myriad colors, all we had to do was show that we could match them. The moment you reach the Kumbh Mela, it is a sensorial assault. The sounds, the smells, the sights, they are all irreplicable. The vibrancy and the brilliance of the colors were just astounding, the sheer variety of it all being spellbinding. For the first few seconds it was hard to believe that there are so many colors in the world. The next few moments were spent thinking that there is no way so many colors can be matched by anyone else. And then to realize that Nerolac seems to have a shade swatch matching almost every color the eye can distinguish, just left us with a sense of awe; and this was when we already knew the purpose and point of the exercise. Matching color swatches were placed next to different colors of the natural environment of the Maha Kumbh Mela, at once bringing out the myriad shades of India and its culture, at the same time showcasing Nerolac’s extensive range of colors in house paints.