Old paint, new can

The old refrain rings on your TV and you know it’s coming. Your ears are not playing tricks on you. Nerolac has gone back to singing the same old tune of “Jab ghar ki raunak badhani ho”, only instead of the army of painters, the campaign now features its brand ambassador – Shahrukh Khan.

Anuj Jain, director, decorative paints, Kansai Nerolac Paints says, “The Nerolac jingle has played quite an integral role in building our brand. The jingle has been synonymous with Nerolac in consumer minds for around three decades and is much loved by the audience. The tune has extremely high recall and nostalgic value among both consumers and dealers.” He adds, “The festive season sees families across the country coming together to revamp their homes. Painting is an integral part of these festivities. Simply changing the paint colour of a room can completely alter the mood and hence vibrant colours are favoured. Our new jingle resonates this vibrant festive feel and hence, this was the perfect time to re-launch it." 

Creatively, the route that was taken in this new ad is also an acknowledgment of a changing trend in the paint industry, the team explains. Paints have moved rapidly from a consumer-disengaged category to an engaged one. Earlier consumers simply selected a paint shade and that was the end of their involvement in the process. Today, both adults and children proactively participate in choosing colour combinations and themes for their home. Mintoo Singh, ad director, FCB Ulka says, “We wanted to create ads that literally translated and depicted the lyrics of the popular jingle. That is exactly how the whole concept of the ad came into being. The kids in the TVC film along with Khan help the family bring their house to life during the festive season and bring happiness to kick-start the festivities. The energy of the revised jingle is upbeat and lively which when combined with the use of vibrant colours and textures has resulted in the TVC being quite an enjoyable repeat watch.” Hopefully, it’ll also be a case of repeat purchase.