Q] Your latest #OutofThisWorld campaign marks India’s first stratospheric paint—what gave you this idea?
We always want to give our consumers the best possible products. To ensure that, we felt we needed to test this product in an environment where no paint had been tested before. The stratosphere, or near space, offers one of the most demanding and extreme environments known to mankind. We wanted to test our Excel Everlast exterior paint range at 86,000 feet above Earth. So, we sent a payload coated with the paint via a stratospheric balloon; the paint withstood a 104°C temperature swing (40°C to -64°C), extreme pressure changes and near-space conditions without a single crack, demonstrating exceptional durability in extreme conditions.
Q] Was this driven by a marketing ambition, or was it something you wanted to pursue independently as a scientific experiment?
This was primarily a validation exercise in science. It was about validating our product performance rather than creating a marketing campaign. The amplification and reach naturally followed, but our focus was on taking the product into a completely new environment and understanding how it performs. We were already confident about the product’s capabilities, but we wanted to share those abilities with a wider audience. If I had to choose between the two, I would say this was a scientific experiment that we presented to our consumers.
Q] You say this wasn’t done from a marketing perspective. However, such a large-scale experiment must have required significant investment in terms of revenue and advertising. Was it part of your ad spends or product innovation?
The idea itself was distinctive and fresh. From the outset, we knew that if everything went according to plan, it would generate significant attention and brand visibility. We therefore allocated resources to ensure meticulous planning, extensive testing and flawless execution, because an initiative like this demands considerable preparation. We also invested in making sure the message reached the right audience at the right time, and in the right format. So yes, we did invest a substantial amount into the campaign.
Q] Does this mark the beginning of Nerolac becoming a more technology-led and science-led brand, moving away from its emotional positioning around homes and beautiful finishes?
That’s an interesting question, but the answer is no. Kansai Nerolac has always been a technology-led brand. We are not just in decorative paints; we are also a leader in industrial coatings, particularly in the automotive segment. That business demands significant investments in technology and innovation. Our DNA has always been rooted in technology, backed by Japanese expertise. This experiment was simply another way of demonstrating what our products are capable of. Rather than merely talking about performance, we wanted to prove it through a real-world scientific demonstration.
Q] Paint advertising has traditionally focused on beauty, finishes and improving the look of homes. This campaign, however, takes your brand literally out of this world. What exactly are you selling to consumers?
You’re right—paint advertising has traditionally revolved around finish, beauty, aesthetics and performance. Beauty and finish are generally associated with interiors, while exteriors combine aesthetics with performance. Through this experiment, which eventually became a marketing campaign because of its amplification, we wanted to highlight what our exterior products are truly capable of and the conditions they can withstand.
Today’s consumers are far more informed. They don’t simply buy a product or a brand; they want to understand the science behind it and how it can make a difference to their lives. This scientific validation demonstrated that our products are not just durable—they have redefined durability. Instead of talking about warranties or the number of years the product lasts, we showed what it can actually endure. The core message was simple. If it can withstand the conditions of near space, it can certainly withstand conditions on Earth.
Q] Despite Kansai Nerolac being one of the oldest paint companies in India, it still has only around 15-17 per cent market share. Why is that the situation?
We have been around for more than 100 years, but it’s important to remember that we are not just a decorative paints company. We are both a decorative paints and industrial coatings company. These businesses require continuous investment in technology and product development.
Over the years, we have built strong positions across the markets we operate in. What makes us proud is the meaningful difference we make in consumers’ lives by beautifying and protecting the surfaces they value. Those surfaces extend beyond the walls of their homes to products such as refrigerators and cars. For us, having a meaningful presence in consumers’ lives is more important than focusing solely on market share.
Q] In all these categories, who do you consider your biggest competitor? Is it Asian Paints, given its market leadership, or newer players such as JSW Paints that are rapidly gaining ground?
We don’t look at competition in terms of one specific player. We believe it is a competitive market with room for everyone to grow. Healthy competition pushes every company to develop better products for consumers. Every competitor in the market is worthy of competing with, and we will strive to grow our share while ensuring that, ultimately, the consumer benefits.
PROFILE
Ramkrishna Naik, Chief Marketing Officer, Kansai Nerolac Paints Limited, leads the company’s marketing strategy, brand-building and consumer engagement initiatives. With over 26 years of experience across marketing, sales and business leadership, he has driven growth through strategic brand management, revenue generation and P&L leadership. He has held leadership roles at JSW Steel, AkzoNobel and Johnson & Johnson, among others, building expertise across consumer and B2B businesses. Naik combines strategic thinking with a deep understanding of consumer behaviour to strengthen market presence, drive differentiation and deliver business impact.
ABOUT THE BRAND
Kansai Nerolac Paints, now in its 106th year, is a leading paint manufacturer and a trendsetter in industrial paints. The company operates eight strategically located manufacturing units and a strong dealer network across India. Its portfolio spans decorative paints and coatings for homes, offices, hospitals and hotels, as well as industrial coatings for diverse industries.
FACTS
Media Agency: Lodestar UM
Creative Agency: Ulka
Social Media Agency: Schbang
Digital Agency: Interactive Avenues
PR Agency: Dentsu Creative PR
