Dulux Paints business moves to Dentsu

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | May 17, 2013
An aggressive ad campaign is on the cards.

Dulux Paints, the popular Dutch paint brand from the house of AkzoNobel India, has moved its creative duties to Dentsu Marcom. The agency's Delhi branch will handle the business.

Dulux Paints

Though the Dulux Paints spokesperson was unavailable for comment at the time of filing this report, highly placed market sources have confirmed the news to afaqs!.

Bang in the Middle has been handling the digital duties for Dulux Paints since June, 2012. Olive e-Business has worked on the brand's digital duties in the past. Maxus is responsible for the media mandate. McCann Erickson has worked on the brand's creative duties in the past; the agency had won the account in August, 2011 following a multi-agency pitch.

While Dulux Paints gears up for its next major communication burst, here's a quick look at its ads over the past few years: Around November 2012, the brand rolled out a very visible campaign featuring director-actor Farhan Akhtar. The tagline at the time was 'Chamak rahe ho tum' (You are shining).

The 'Chamak rahe ho tum' campaign was an extension of Dulux Velvet Pearl Glo's earlier ad, released around September 2011, that featured Bollywood actors Shahid Kapoor and Boman Irani; the theme of that ad was 'Apne rang chhalakne do' (Let your colour splash). This campaign positioned Dulux Paints as 'the brand with colour credentials'. Interestingly, this was the brand's first thematic campaign after a decade-long hiatus.

Around August 2011, Dulux Paints underwent a rebranding exercise that resulted in a new logo designed by Design Bridge, a UK-based design agency. The new logo was designed to be an embodiment of the brand thought, 'Let's Colour', and sported a fresh look sans the previous Imperial Chemical Industries (or ICI, which is a company that AkzoNobel acquired in 2008) name tag.

For the record, AkzoNobel India manufactures and markets paints, specialty chemicals and starch. It has a staff-strength of about 900.

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