Kansai Nerolac has recently launched its new commercial for Nerolac Excel-their brand of premium exterior paints.
In the new TVC Nerolac has dramatised things a little, as compared to the typical paint ads that talk about their water repellency, dust resistance and anti – fade features. The company claims that the anti peel property ensure that their brand of paint bonds firmly with the walls irrespective of the weather conditions.
The TVC features “Papdi Priya” a character who has been cleverly used to put across their point. “Papdi Priya” cakes up her face with make up to look pretty. But the minute she step out and is exposed to harsh sunlight the make up starts to peel off, making her unrecognizable even to her husband.
“The basic premise is that of a house whose paint peels of like ‘papdi’. What we’ve basically done is humanized the problem. What would you do if your skin began peeling off like paint? Hence, the concept of Papdi Priya.” Said Prasoon Joshi, executive chairman and regional executive creative director, McCann Erickson Asia Pacific.
Joshi claims that the tag line ‘Na papdi utre, na surat badle’ emphasizes that no matter how the weather conditions are the paint would never peel off and the house would always look as good as new.