The philosophy behind this new campaign is to break the clutter in Exterior paint category and position Weathercoat All Guard as essentially a FIRST Silicon based water resistant paint which has inherent ability to repel water and thereby prevent the building from dampness, paint film swelling/flaking and fungus/ algae attacks.
Research indicates that all across the country Water/Rain is considered to be the singular biggest threat to the well being of a house The role of Weathercoat All Guard is to protect this house from water and keep it beautiful. Its “Silicon additives” drive water away can keep the house looking fresh.
Commenting on the concept, Suraj Das, Group Product Manager, Berger Paints India Ltd says “The advertisement is based on the consumer insight that people in Kerala are really proud of their houses. The ad takes this insight and creates a story around a house which after painting with Berger WeatherCoat Allguard has become a landmark in the city. WeatherCoat All Guard has silicon that drives water away and keeps the house looking fresh and resplendent for years to come. It signs off on a note saying Long lasting and beautiful house is a owner’s pride”
The story of the film begins with a foreign tourist looking for famous attractions in Kerala. All directions to the tourist are given keeping” Aravind alayam” as a landmark. With so much talk about “Aravind alayam”, the tourist is intrigued to look out for “Aravind alayam”. On reaching “Aravind alayam”, he is mesmerized by the beauty of the house, which is painted by WeatherCoat All Guard exterior paint. The film shows the protected exterior walls of a house which repel the rain water and are bright and resplendent.
Brand Propagation across will be done through Electronic Media (regional) as well as print and outdoor. The television advertising campaign will run across all leading local channels like Asianet, Asianet Movies, Surya TV, etc. The ad will run in good frequency to reach out to the Target Audience.
Commenting on the concept, Sanju Menon, Branch Head, Rediffusion YR Kolkata says, “The challenge was to energise Berger WeatherCoat All Guard in the Kerala market. Tapping into insights and nuances through extensive interactions with consumers & dealers gave us a peak into the lives of Malayalis. Differentiating the communication from competition through a simple yet humorous story peppered with slices of life from Kerala should help in increasing brand recall in the region.”
[stextbox id=”alert”]Creative brief:
The brief was to establish the benefit of WeatherCoat All Guard using Kerala nuances so that the film would have a better and a closer relevance to the audiences across Kerala.
Emotionally connect with Malayalis and take the promise of WeatherCoat All Guard across to them.
Malayalis are house proud. They build houses and associate their names to the structure. These houses are then known by the name and not by the street address.
Creative idea behind the campaign (execution and campaign details):
The story of the film begins with a foreign tourist looking for famous attractions in Kerala. All directions to the tourist are given keeping Aravind alayam as a landmark. With so much talk about Aravind alayam, the tourist is intrigued to look out for Aravind alayam. On reaching Aravind alayam, he is mesmerized by the beauty of the house.
Timeline for execution: to be on air around the 18th of January 2014
Number of ads planned and across what platforms: It will be a across all leading local channels in Kerala like Asianet , Asianet Movies, Surya TV, etc. The ad will run in good frequency so as to reach out to the Target Audience.
• Director – Priyadarshan
• Cinematographer – Thiru (of Krish 3 fame)
• Producer – MAD Studios
• Agency – Rediffusion Y&R Kolkata
• Branch Head – Sanju Menon
• Executive Creative Directors – Nilanjan Dasgupta & Piyash Ghosh
• When would this ad go on air : 18th January 2014. [/stextbox]