afaqs!

Nerolac dares dealers to 'show their true colours'

By Chhavi Tyagi , afaqs!, New Delhi | In Advertising | November 25, 2008
Kansai Nerolac Paints have launched an initiative, Aap Khiladi Yeh Haseena, to motivate their dealers in six cities to stock more Nerolac products

Nerolac & #BANNER1 & # has come out with a unique way to increase the sales of Nerolac Impressions and Nerolac Beauty. The paint company has launched an on-ground initiative, aptly named Aap Khiladi Yeh Haseena, to give a reason to its dealers to stock more of their products.

The initiative is so named, because Nerolac has roped in a few ICL players and Femina Miss India finalists, with the help of Percept Talent Management, to pep up the dealers.

Venugopal, general manager - marketing, Kansai Nerolac Paints tells afaqs!, "The dealers most often drive the consumer's choice. It depends heavily on the kind of products stocked by them. Therefore, through this campaign, we are seeking to encourage dealers to store more of the Nerolac's products."

The campaign has been divided into phases, of which the first phase has already been covered by Percept Talent Management. The first phase involved the chosen ICL players -- J P Yadav, Robin Morris, Amit Uniyal and Reetinder Singh Sodhi; and Femina finalists -- Natasha Suri, Rupali Khandare, Sangita Chauhan and Malvika Rane. These celebrities visited dealers' shops in six cities -- Delhi, Mumbai, Ahmedabad, Surat, Jalandhar and Kanpur -- and encouraged them to stock more of Nerolac's Impressions and Beauty ranges.

The dealers were chosen on the basis of the stock that they carried of the two products -- the dealers with higher stocks got to meet the celebrities. Manish Porwal, chief executive officer, Percept Talent Management, tells afaqs!, "The key challenge that is faced by many companies today is how to address their dealers' motivation and what kind of incentive to provide them. We were told to encapsulate the brand promise of Nerolac -- Show Your True Colours -- and we came out with the idea of getting Miss India finalists and ICL players to visit these dealers. The visit from such celebrities is a matter of pride for them and it works as a better motivator than even money."

The campaign had one ICL player and one Femina Miss India finalist visiting each of the dealers and also having get-togethers with the dealers' families. Porwal says, "The participation in the first round touched about 400-600 dealers. The second and final phase is expected to get many more dealers buying more and more quantities of these two products to get into the contest."

In the second phase, dealers with the highest stocks will be invited to a special event that will be organized in the end of January next year.

The second phase will take place in Mumbai and Delhi, where the selected dealers will be required to show their true colours to the audience. This will involve participation from dealers and their families through some activities, such as ramp walk.

At this culminating event, some more celebrities, such as Rakhi Sawant, Sameera Reddy and Shradha Sharma will set the dance floor on fire. Laughter Challenge contestant, Pratap Faujdar and VJ Ranvijay Singh will also be part of the event.