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advertisement report on nerolac - "Ghar ki suraksha yaani izzat ki suraksha"
- 1. 1 Advertisement Report on “Nerolac Suraksha” Submitted to: DR. ANIL GUPTA The Business School, University of Jammu. Submitted by: Vidhu Arora (68-MBA-16) Course: Principles of Marketing
- 2. 2 Nerolac Suraksha – Kansai Nerolac Paints Ltd Introduction Kansai Nerolac Paints Limited, founded in 1920 as Gahagan Paints & Varnish Co. Ltd. at Lower Parel in Mumbai (formerly known as Goodlass Nerolac Paints Ltd) is the largest industrial paint company with 35% market share in industrial paints and third largest decorative paint company if India based in Mumbai with overall 14% market share. It is a subsidiary of Kansai Paint of Japan. It is engaged in the industrial, automotive and powder coating business. It develops and supplies paint systems used on the finishing lines of electrical components, cycle, material handling equipment, bus bodies, containers and furniture industries. About Advertisement Nerolac, one of the key players in the Indian paints market, has released its latest campaign for Nerolac Suraksha, one of the key offerings from the brand. Designed and conceptualized by Publicis, the new campaign presents Nerolac Suraksha as an exceptional value for money product, which can uplift the image of the house and of the occupant by several notches, without hurting the pocket. The Advertisement: The ad film sees a postman who judges a person by the outward appearance of their house. He is seen delivering letters to two houses. In one house, which scores in terms of looks, the postman is most respectful to the owner while handing over the mail. The owner of the next house, an elderly man, is meted a completely different treatment as the postman chooses to address the man, a doctor, as ‘Ghanshu’ (a shortened version of Dr Ghanshyam Das) and throws the letter to him in his garden. This angers the doctor. He tries everything from scrubbing the nameplate till it almost looks new to adding his various degrees to it. He puts up a much larger nameplate and wears a stethoscope as he waters plants to be addressed respectfully by the postman. But it goes in vain, as the postman continues to address him as ‘Ghanshu’. Dr Ghanshyam is informed that he spent all this time and years in earning respect through degrees, but lost all because of not having a well-painted house. It suggests that the doctor apply Nerolac Suraksha Plus to protect his house from rain and sun and safeguard his image. The film ends with a super reading “Ghar ki suraksha yaani izzat ki suraksha.” (Protecting the house, protecting respect).
- 3. 3 Advertisement Credits: Client: Kansai Nerolac Paints Creative agency: Publicis Communications Managing director: Bobby Pawar Chief operating officer: Paritosh Srivastava Executive creative director: Jigar Fernandes Creatives: Gururaj Rao, Rohan D’Souza, Avinash Jakhalekar Account management: Chandan Jha, Darrell Fernandes, Manish Somani, Jiten Painter Agency producers: Jignesh Maru, Ganesh Iyer Production house: Soda Films Director (film): Rajesh Krishnan Segmentation, Targeting And Positioning Bobby Pawar, Chief Creative Officer, Publicis, said, "The idea is based on the comic exaggeration of a simple human truth. It's this; most people will judge your station in life and the respect you deserve by how your house looks from the outside. Anuj Jain, Director, Decorative Paints, Kansai Nerolac Paints, says, "We take great pride in doing up our homes as it is linked to our 'Izzat'. However home exteriors which create the first impression, are often neglected. This results in the loss of prestige that we work so hard to build. The new Suraksha TVC uses humor to communicate this sentiment that is an important aspect of an Indian's consumer’s psychology (psychographic segmentation). It stresses on the quality and protection that using Suraksha guarantees. A cherished popular brand, Suraksha stands for both quality and value for money. As our tagline rightly summarizes 'Ghar ki Suraksha, yaani Izzat ki suraksha'." Why I choose this advertisement? The advertisement tries to communicate that exterior of our houses give the perception to the viewer about the status of the person. Other than your friends and family, very few people Segment Middle and Upper class home-owners; automotive industry; General purpose Target Group Automobile brands (2 & 4-wheelers segment); Home-owners; Engineering Industries Positioning Low volatile organic compound and Lead free healthy home paints; market leaders in Industrial Coatings (customers like Maruti Suzuki, Toyota Kirloskar, GM, Tata Motors, HM, Yamaha, Honda, Volvo India, Ashok Leyland )
- 4. 4 will get the chance to be inside your home and see the investments you have made in the beautiful interiors." The advertisement says that we do everything to earn respect but lose it only to save a few bucks by using lower grade paint for our home. It fascinating that how the exterior of our houses can enhance “izzat” and education of the doctor fails to do that. The ad is contrary to the famous saying “All That Glitters Isn’t Gold”. The advertisement didn’t use the traditional jingle “Jab Ghar ki Ronak badhani ho”.