If you encountered the same Nerolac advertisement while you were flipping channels such as Channel V, STAR Plus, National Geographic Channel and STAR Movies yesterday, it wasn't déja vu! Kansai Nerolac, for its new campaign, tied up with the STAR Network for an exclusive roadblock.
At 9:10 pm, viewers got to see the new Kansai Nerolac campaign for three minutes. This roadblock was executed across STAR Network channels including STAR Plus, STAR One, STAR Gold, STAR Utsav, STAR Movies, STAR World, Channel V, STAR Jalsha, STAR Pravah, National Geographic Channel and Fox History & Entertainment.
STAR has engaged in similar innovations for advertisers such as Vodafone, Intel and HUL.
Anuj Jain, vice-president, decorative sales and marketing, Kansai Nerolac Paints, says, "Nerolac has initiated a movement in the paint industry by introducing healthy home paints and this roadblock on STAR Network is a unique way for us to reach our consumers effectively and quickly."
The new campaign is to promote its new range of eco-friendly paints, called the 'healthy home paints'. Sukhpreet Singh, general manager, Kansai Nerolac Paints, says that a mere TVC would not have been able to tell the whole story, hence the roadblock. Since it was a new range of products, there was a need to explain the concept and attributes of the product.
The communication was created specifically for this roadblock. Kansai Nerolac has signed Shahrukh Khan as brand ambassador and hence, the company wanted to make a big splash. The three minutes capsule includes the TVC, messages about eco-friendly paints as well as the making of the ad. The new tag line for the paint brand is 'Kuch Change Karein, Chalo Paint Karein'.
Nerolac is in talks with the channel for some in-programme integrations in the future. Besides, the paint company is in talks with other broadcasters for innovative execution of its other campaigns, which will be rolled out subsequently.