AkzoNobel India, the maker of Dulux paints, has unveiled Lage Shaandaar, Chale Shaandaar, putting the spotlight on the comprehensive Dulux Assurance warranty program.
Conceptualised by Lowe Lintas and directed by Prasoon Pandey, this new TVC campaign playfully dramatises 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?”
Rajiv Rajgopal, Chairman and Managing Director, AkzoNobel India, said, “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.”
Sharing insights into the communication journey of Dulux Assurance, Vandana Krishnia, Marketing Director – South Asia, AkzoNobel, added, “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.”
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 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.
