Results and Effectiveness

We had taken out waste by doing good. With every passing day Nerolac paint service added colourful dimensions to itself. Currently 60000 cans regenerated. These became the brand’s outdoor showpieces and ambassadors. We had created a new medium for Nerolac. The flower pots were a constant reminder of people who turned their house into a home. Appreciation by neighbours made the owners promote our service. In a low involvement category, unprecedented pride was displayed on social media, Facebook and Twitter, Instagram and Pinterest, at last count over a million. Brand preference increased by 18%. A 27% increase in monthly orders.

Creative Execution

We launched Project U Can to create an enhanced service. “U CAN” service teams enabled consumers to transform the empty plastic paint cans into beautiful pots. We let creative imagination run wild. We created over 30 different designs around different themes like nature, abstract art, beautiful India, tribal art, etc. The designs got transformed into designer decals/ stickers. Post using the service the home could pick up any theme they wanted. Nerolac would then convert the cans into flower pots. Customers, kids also got a chance to create their own masterpieces. The paint service artist would enable them. We rolled out press ads informing about U Can, aided by Digital and Mobile activity for media amplification. The interested consumer had to send an SMS. The U Can service would transform the house into a home.

Insights, Strategy and the Idea

Kansai Nerolac is into eco-friendly healthy paints with an active and efficient paint service. But most customers after sometime forget the paints and the paint service used. The recall is even lower as India is not a Do-it-yourself market. The challenge was to move the paint service beyond efficiency, execution perfection, quality to empathy, bonding, pride of ownership. To create an interaction with Nerolac beyond the actual painting. Insight: Houses become homes with plants. All home plants are planted in plastic pots bought from plant nurseries. Nerolac paints over 2000 houses everyday consuming approx 16,000 plastic cans of paint. These plastic cans are thrown away when empty The big idea: What if we convert the empty plastic Nerolac paint cans, left over, into beautiful flower pots for our customers. The flower pot would stand testimony to the distinguished paint service, this would also take Nerolac beyond recycling into regenerating.