Dulux launches multimedia 'Velvet Touch Pearl Glo’ campaign

New Delhi : AkzoNobel, the world’s largest paints and coatings company and the maker of Dulux Paints, has in India, launched a campaign to promote its new product, ‘Velvet Touch Pearl Glo’.

The campaign, which will feature across both, print and television, has the versatile Farhan Akhtar, essaying a role, closest to what he is in real life – a man who has evolved across many genres of creativity, is looking to achieve more, attuned to his internal rhythm and inflow with the colours of life.

Says Pushkar Jain, Category Manager Interiors, Brand and Digital, Dulux, Akzo Nobel India, “The campaign aims to build a distinct positioning for Dulux Velvet Touch Pearl Glo in the premium, super luxury paints category – as a product that catalyses success in life through the transformative power of colour.”

“Just as oysters transform irritants into precious pearls, so also success transforms individuals into those who express themselves creatively at all times, renewing themselves and those whose lives they touch. Hence, the name, Dulux Velvet Touch Pearl Glo and the choice of Farhan Akhtar as the man with the Velvet Touch.”

Farhan Akhtar, Actor, Director, Singer and Brand Champion, Dulux Velvet Touch, says, “Sometimes, the struggles in life wear down your sheen. You need moments and methods, that can inspire, re-energise and transform you. I believe in what Dulux is saying about this paint. The script has energy and colour is infectiously motivating. The TVC is about renewed spaces, brighter colours and renewed visions.”

The essence of the script is about Farhan Akhtar portraying a Sutradhar – taking us through stories of people having experienced a certain level of success in life.

He derives the credibility of being a story-teller (Sutradhar) from his own story – of being a successful actor, an equally respected director and a talented singer. A man with a velvet touch, always being inspired to do more and to express his creative rhythms, the colours of his multi-faceted personality.

Three distinct human stories are narrated by Farhan – each capturing a different manifestation of renewal and transformation. In each, the power of colour is showcased in its physiological, psychological and philosophical dimensions to reflect the glow of success.

Prasoon Joshi, Executive Chairman, CEO & Chief Creative Officer, McCann Worldgroup India, says, “The creative challenge for us was to interpret the global Dulux positioning of ‘Renewal’ in the Indian cultural environment, for which we created the communication which manifests how the glow of Velvet Touch on a person’s walls inspires the person to keep striving, thus making the brand a catalyst for renewal in the person’s life. Farhan Akhtar epitomizes renewal where his own journey is one of constantly reinventing himself and therefore he proved to be an ideal ambassador for the brand as well as the philosophy.”

Campaign details:

• Creative Agency: McCann
• Director for the film: Ravi Udayawar
• Script writer Prasoon Joshi
• Production House: RU Films
• Media Planning: Maxus, GroupM
• Language: English, Hindi, Tamil, Bengali and Malayalam
• Duration: 65 secs
• National Campaign Launch: November 08, 2012

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