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Emvies 2007: Nerolac gets a fresh lick of (celebrity) paint
Lodestar Universal was nominated in the category of Best Media Innovation in Television for its campaign on Nerolac Impressions at the Emvies 2007 Case Study Presentation round
A media agency coming up with a television programme for a brand seems to be much of a rarity. But Lodestar Universal attempted to pull that off with ‘Nerolac Impressions Jamaa De’, a weekend show on Zee TV, meant for viewers to experience the touch and feel paint experience of Nerolac on their television screens.
The challenge for Lodestar Universal was to create a premium brand image for Nerolac by making it engage with consumers in a unique way and making the paint category a high involvement one unlike the previous image that it had: a mass brand. Further, it had to take on its arch rival Asian Paints, which dominates the premium paints category.
House painted by Nerolac |
The campaign also saw a paradigm shift from a mass brand to a premium brand. The results? Changed mindsets, 9 showpiece designer homes, and 18 celeb endorsements without having to pay for them. The sales also saw a 64 per cent growth as compared to the previous year.
The television programme also saw an increase in TVRs with 2 TVR points nationally, 4.5 TVRs on particular days and an average of 13.5 TVRs in the state of Uttaranchal alone.