Goodlass Nerolac tries to catch them young

Asian Paints has already done it with Nick. Now, Goodlass Nerolac Paints is trying to reach out to Generations Y and Z.

With the objective of catching its consumers young, Goodlass Nerolac Paints and Disney have tied up to launch the ‘Nerolac Disney’ range of paints for children below the age of 10.

Nerolac Disney will be launched first in Mumbai and then in seven other cities, Delhi, Kolkata, Chennai, Bangalore, Hyderabad, Ahmedabad and Pune.

HM Bharuka, managing director, Goodlass Nerolac Paints, says, “One needs to be very specific about the target group with today’s generation, especially because 50 per cent of the consumers are aged below 20 years. This group is extremely enlightened about its surroundings. The children of the 21st century are very conscious of their identity and this reflects in most of their actions and also includes their rooms.”

Elaborating further, Bharuka says, “We carried out research that revealed two very interesting facts. Firstly, over the years, the paint industry has undergone a number of changes, most of them keeping only adults in mind. Secondly, we found that Disney characters are extremely popular with kids. That’s when we conceived of this idea of launching a range of paints with Disney characters.”

Talking about the alliance, Rajat Jain, managing director, Disney India, says, “Disney is focused on initiating creativity and innovation and this is a step forward in that. We have always believed in fostering the imagination of kids. That is why Disney and Nerolac have come together to indulge kids in being more innovative. And what could have been a better way than to launch this range of paints, which will bind families with Disney characters 24/7?”

The pilot pack of ‘Nerolac Disney’ paints will contain ready colours (200 ml), roller brush, stencils, masking tape and a tray. Nerolac has set up various helpline numbers through which orders can be placed. The walls, each of which will cost around Rs 2,500, will be done by professionals from Nerolac. The initial pilot packs will contain Mickey and family, Pooh and friends and the entire Princess range.

Anuj Jain, vice-president, sales and marketing, Goodlass Nerolac Paints, concludes, “The current market share of Nerolac in the Indian paints industry is around 14 per cent. In 2004-05, we had a turnover of Rs 1,200 crore. Fifty per cent of our turnover comes from decorative paints and 70 per cent of the Indian paints industry consists of decoratives. Since the paints industry is growing at a much faster pace, this tie-up with Disney is an effort from our side to increase our market share. Our effort is also to help consumers elevate from distempers to emulsions.”

© 2006 agencyfaqs!