Nerolac repositions Suraksha

Mumbai: Goodlass Nerolac Paints Ltd, one of the leading players in the country, has decided to reposition its exterior paint brand, Nerolac Suraksha.

The company is launching a new ad campaign as a platform to promote the brand on 10 November 2003, featuring brand ambassador Amitabh Bachchan. Moving away from the comparison with cement paints, the new mandate will emphasise the brand's attributes for protecting and creating beautiful exteriors for homes.

Says Goodlass Nerolac vice-president (marketing and sales) Anuj Jain: "The exterior paints category is the fastest-growing category in the paints business today. Consumers are seeking to upgrade from low-value products like cement paints to high-value and high-quality products; here is where Nerolac Suraksha fits the need gap. We looked at the proposition from a consumer's perspective and thus arrived at 'protection' as a proposition for the brand as the name suggests. The new marketing campaign is a platform to reposition Nerolac Suraksha for protecting consumers' homes and offering better choice and better value to the customers."

Keeping in tune with the new positioning of the brand, the TVC, conceptualised and executed by Ambience Publicis India Ltd, showcases a refreshing feel of the brand and will feature on all major TV channels. The campaign has been woven around a child's painting with a bright colourful house. The presence of the Big B in the TVC adds the required grandeur to the campaign while the presence of the child will help create an emotional bond.

The campaign will also include innovative hoardings and creative POP material at all dealer outlets. The company will also launch other below-the-line activities across all the target markets.