DULUX PUTS THE LID ON EVIL

TitleDULUX PUTS THE LID ON EVIL
BrandDULUX
Product / ServiceAKZONOBEL DULUX PAINTS
CategoryG04. Social Behaviour & Cultural Insight
EntrantTAPROOT DENTSU Mumbai, INDIA
Idea Creation TAPROOT DENTSU Mumbai, INDIA
Media Placement TAPROOT DENTSU Mumbai, INDIA
Production TAPROOT DENTSU Mumbai, INDIA

Credits

Name Company Position
Santosh Padhi Taproot Dentsu Co-Founder & Chief Creative Officer
Titus Upputuru Taproot Dentsu National Creative Director
Auryndom Bose Taproot Dentsu Group Creative Director
Neharika Awal Taproot Dentsu Group Creative Director
Vishnudas Kunchu Taproot Dentsu Creative Director
Nilesh Manderekar Taproot Dentsu Art Director
Nikhil Kumar Taproot Dentsu Art Director
Dawa Lama Taproot Dentsu Associate Vice President - DIG
Mukesh Thakur Taproot Dentsu Head - Studio & Production - Creative
Kapil Gupta Taproot Dentsu Senior Graphic Designer - Studio & Production
Yashpal Arya Taproot Dentsu Senior Graphic Designer - Studio
Abhinav Kaushik Taproot Dentsu Executive Vice President - Client Servicing
Geetika Prabhakar Taproot Dentsu Account Director - Client Servicing
Tanvi Kalra Taproot Dentsu Account Executive - Client Service
Harjot Narang Taproot Dentsu President
Umesh Shrikhande Taproot Dentsu Chief Executive Officer - Client Service
Arman Ali Arman Ali Productions Music
Raoul Amaar Abbas Cinemama Films Director
Adri Thankur Cinemama Films Production Manager
Sonu Singh Cinemama Films Shoot Support
Mithun Shaw Chrome Pictures Editor
Denzil Minizes Chrome Pictures Shoot Support
Hive Studios Hive Studios CG
Anindya Chakravorty Freelancer Freelancer

Why is this work relevant for Brand Experience & Activation ?

In a country that emotional about both their beliefs and their homes, we found an interesting way to make the brand resonate with culture as well as form a relationship beyond functional with pan-India consumers. The physical product itself found a larger use in the redesigned lids and thus stayed with consumers. Culture met Communication, strengthening the position of our brand as a leader in exterior paints that provide protection.

Background

Our brand has repeatedly positioned itself in India as the ultimate paint coat that protects home exteriors from the elements. Though consumers are extremely aware of this functional proposition, we wanted to take it to the next level and create a conversation that would reach out and connect with hearts.

Describe the creative idea (20% of vote)

People use our brand to protect the exteriors of their house, so we thought we could extend the life of the product beyond its use. We got different artists from across India to create unique designs of Nazar Battus (a scary-looking face that is supposed to ward off evil) each reflecting a unique regional flavor of India.  The designs were then printed on top of the lids of our paint brand. The variety of Nazar Battus allowed consumers to choose according to their culture and put them up on the front façade of their homes. Thus, across the nation, our brand created a timeless brand impression!

Describe the strategy (20% of vote)

We had homeowners as our primary audience, but house renovators and home improvement service providers were a secondary audience too. We got different artists from across India to create unique designs of Nazar Battus, each reflecting a unique regional flavor of India. The designs were then printed on top of the lids of our paint brand. In choosing our brand as their preferred brand of exterior paint, our audience could further choose the design that suited their cultural beliefs the most.

Describe the execution (30% of vote)

Through using the paint can lids we extended the life of the product beyond its use. We got different artists from across India to create unique designs of Nazar Battus, each reflecting a unique regional flavor of India. The designs were then printed on top of the lids of our paint brand. The variety of Nazar Battus allowed consumers to choose according to their culture and put them up on the front façade of their homes. The lids have become part of the houses that used our brand of paint during campaign time and given the response more designs will be introduced soon.

List the results (30% of vote)

Our brand created a timeless brand impression and our brand of paint is no longer just a can, it is a conversation. The lids hang in front of freshly painted homes themselves delicious examples of the brand at work. Every consumer’s home was thus automatically also turned into a showcase of the brand extending beyond the usual consumer base. And of course, the connect our brand made with Indian culture was priceless.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

People use our brand to protect the exteriors of their house, so we thought we could extend the life of the product beyond its use. We got different artists from across India to create unique designs of Nazar Battus (a scary-looking face that is supposed to ward off evil) each reflecting a unique regional flavor of India.  The designs were then printed on top of the lids of our paint brand. The variety of Nazar Battus allowed consumers to choose according to their culture and put them up on the front façade of their homes. Thus, across the nation, our brand created a timeless brand impression!