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AkzoNobel India, a leading global paints and coatings
company and the maker of Dulux paints, today announced the launch of ‘Lage
Shaandaar, Chale Shaandaar’ - its latest communication
campaign putting the spotlight firmly on the comprehensive Dulux
Assurance warranty program.
Conceptualized by Lowe Lintas and directed by Prasoon
Pandey, this new TVC campaign playfully dramatizes the duality of choice Dulux
paint consumers have embraced for years: “Which is better – the
unmatchable quality of Dulux paints or the unbeatable Dulux Assurance
warranty?”
While the banter between the protagonists continues
until the end, the narrative underscores the brand’s confidence in offering
homeowners the best of both worlds.
“For over 70 years in India, Dulux has been synonymous
with world class quality. Dulux Assurance program reflects our confidence in
that quality and the trust millions of consumers place in us. With this latest
campaign, we’re reinforcing that Dulux stands for premium finish, durable
performance, and peace of mind,” said Rajiv Rajgopal, Chairman and
Managing Director, Akzo Nobel India Limited.
Reinforcing AkzoNobel’s confidence in Dulux quality
and the utmost importance it accords to consumer trust, Rohit Totla,
Executive Director, Akzo Nobel India added, “In 2021, Akzo Nobel India
launched Dulux Assurance – the industry-first quality promise for colour,
finish and coverage. Building on this strong quality foundation, this
initiative was elevated into a comprehensive warranty program in 2023. In just
five years, Dulux Assurance has infused new confidence and is helping families
across India – including in peri-urban geographies like Vellikulangara
(Kerala), Nalbari (Assam), Bhatiya (Gujarat) to Merta (Rajasthan) – flourish
with the magic of Dulux.”
Dulux Assurance was the first ‘Expert ka Promise’ in
the Indian paint industry. From ‘A Coat of Trust in Every Stroke’ to today’s
‘Lage Shaandaar, Chale Shaandaar’, the campaign journey mirrors how Dulux
Assurance has grown into a trusted warranty program. Prasoon’s vision has
brought this story alive with humour and impact.
Watch the 'Dulux Assurance - Lage
Shaandaar, Chale Shaandaar' film
Vasudha Misra, President - Creative, Lowe Lintas
said, "Some projects leave you exhausted at
the end of it. Some, on the other hand, leave you re-energised. This one firmly
falls in the latter category. From finding a fresh take on the ‘warranty’
conversation dominating the paints industry, to zeroing in on the sharpest
concept to bring the proposition alive, every single partner (clients,
planning, servicing, creative teams) worked in collaboration, and unanimously
went with Prasoon Pandey as the director to bring alive the chicken and egg
creative concept."
The integrated campaign that launches with today’s
television commercial will also extend into key high-impact properties and span
multiple platforms across connected TV, social networks, digital interventions,
as well as offline festive activations.