And yet again, SRK goes the Big B way

By afaqs! news bureau , afaqs!, Mumbai | In Advertising
Last updated : September 07, 2010
Shah Rukh Khan is the new brand endorser for Nerolac Paints. Interestingly, a while ago, superstar Amitabh Bachchan endorsed the brand; and this isn't the first time King Khan is following in Big B's footsteps

It's been a while now since the 'Badshah of Bollywood', as Shah Rukh Khan is called, began following in the footsteps of superstar Amitabh Bachchan. Consider this: SRK starred in the remake of Big B's iconic movie, Don, in the lead role played by Bachchan in the original. SRK also played host in the third season of 'Kaun Banega Crorepati', the game show hitherto hosted by Bachchan. And if that wasn't enough, Khan also started taking up several brands that were earlier endorsed by Big B, Navratna Oil being a case in point.

Now, Khan has been signed on to endorse Nerolac Paints. Interestingly, Big B endorsed the brand for a short while a few years ago, when Nerolac underwent rebranding. One might recall the TVC, where Bachchan played a messiah of sorts for the brand, as a dowdy-looking home was transformed with vibrant paints at the twist of his fingers.

After a hiatus of several years, Kansai Nerolac Paints has appointed another endorser. This announcement comes just ahead of the festive season, which will see SRK highlight the company's eco-friendly decorative paint solutions.

Kansai Nerolac, in the recent past, has increasingly focused on safer, eco-friendly paints. It claims to use new technology to produce low VOC (Volatile Organic Compound), lead-free paints, which would enhance the in-home environment. Some of the new, advanced products launched by the company include Nerolac Impressions Eco-clean and Nerolac Excel Total with heat guard; its entire range of water based products is also low VOC.

HM Bharuka, managing director, Kansai Nerolac Paints, says in a press statement, "We have significantly improved our product offering to match environment safety; and at this point, we felt the need for an ambassador, namely Shah Rukh, who reflects this and who could help us effectively communicate this to our consumers."

Apart from Bachchan, some of the other film stars that have endorsed Nerolac products in the past include Mohanlal. Last year, Nerolac Impressions had roped in Irrfan Khan and Konkona Sen Sharma as endorsers for some variants.

Anuj Jain, vice-president, marketing and sales, (Decorative), Kansai Nerolac Paints, comments on the marketing initiatives: "Shah Rukh Khan enjoys mass appeal and is amongst the most popular personalities in the country. We have planned a nationwide television campaign, as well as outdoor and print, in select markets across India. He will also front a series of strategic marketing initiatives for the company."

For the record, Kansai Nerolac Paints has been manufacturing paint for over 90 years, and claims to be among the top players in the Industrial segment, having a turnover of Rs 1,900 crore. The company manufactures a diversified range of products, including architectural coatings for homes, offices, hospitals and hotels, and industrial coatings.

First Published : September 07, 2010
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