Goodlass Nerolac plans aggressive campaign

Our Corporate Bureau
07 September 2002

Mumbai: Goodlass Nerolac Paints Ltd, a leading paint manufacturer in India, has planned its corporate strategy for the season. The new strategy reveals a distinct thrust on its corporate brand Nerolac Paints, reinforcing the companys leadership position and also reiterating Nerolacs commitment as providers of complete paint solutions to their customers.

Says Goodlass Nerolac managing director H M Bharuka: After a hiatus of nearly two years, we are reinforcing our corporate image by giving a new look to our corporate campaign, the earlier one already having won the hearts of the customers. The strategy is aimed at reiterating the commitments of the company and forging an unforgettable bond with the companys customers, while increasing awareness and generating demand.

Goodlass Nerolac Paints had stopped its corporate advertising and embarked on a strategy of building individual brands in the past few years. This was initiated with the launch of the companys premium exterior paint brand Nerolac Excel and continued with Nerolac Allscapes - 24-karat interior emulsion and the economy exterior paint Nerolac Suraksha, all of which have been success stories in their respective categories.

The new corporate campaign rolls out in the first week of September 2002, to tap the forthcoming festive seasons. Two well-known television stars, Smriti Malhotra Irani and Sakshi Tanwar, have been roped in the new campaign. The new television commercial (TVC) has been woven around the vastly-popular jingle of Nerolac: Jab ghar ki raunak badhani ho. The jingle retains its earlier essence, with a fresh touch of Gujarati folk tunes to the first two lines. Popular playback singers KK and Mahalakshmi have given a magical resonance to the new TVC.

For the past two years, Goodlass Nerolac has been the trendsetter, offering bright new unconventional colour schemes to their customers, far removed from the earlier trends of neutral and pastel shades. The TVC also showcases these bright festive colours, keeping in mind contemporary market trends.

Nerolac is the only paint company this season to launch a grand scale promotional campaign, which will include contests on a daily basis and conclude on the Diwali day with grand prize of a Honda City. The promotional campaign has been phased out for a period 60 days, starting from 6 September to 4 November 2002, covering forthcoming major Indian festivals.