JSW Dulux recently launched a new ad campaign titled ‘A Stroke Unmatched’ for its new interior emulsion, Dulux Velvet Touch Eterna in collaboration with TBWA\Lintas, part of Omnicom Advertising India. The campaign has been amplified across TV, CTV, digital, OOH, and print channels.
For the brand, ‘Eterna’ marks a step up in the uber-premium interior emulsion category.
The campaign positions Eterna as the ultimate expression of luxury combined with lasting protection. The ad film moves through a series of distinctive spaces and lets the colours speak for themselves. Across each setting, the film shows how the right colour from the Dulux Velvet Touch Eterna range can give a room its own character.
Speaking about the campaign, Rajiv Rajgopal, Joint Managing Director & CEO, JSW Dulux, said, “At JSW Dulux, our aim has always been to create products and experiences that enable consumers to bring their aspirational homes that reflect individuality, sophistication and a distinct sense of style to life. Dulux Velvet Touch Eterna’s new campaign captures this vision of combining our expertise in Luxury décor with an elevated expression of luxury.”
Commenting on the new campaign, Vandana Krishnia, CMO, JSW Dulux, said, “With this campaign, we wanted to bring the world of Dulux Velvet Touch Eterna to life in a way that feels as elevated and distinctive as the product itself. The idea was to take consumers on a visual journey through extraordinary expressions of luxury.”
By leading with colour and craft rather than claims, the brand aims to build greater consideration among discerning, style-conscious homeowners looking for a luxurious finish for their homes this festive season.
Vasudha Misra, Chief Creative Experience Officer (North), TBWA\Lintas, further added, “Luxury is perhaps the most abused word in advertising today (right after ‘premium’). And when it comes to ‘luxury’, there are but a few tropes that are beloved by us advertising folks. The fancy schmancy, hard-to-decipher art piece, an imperial-looking lady in a haveli, or my favourite, the interpretive dance performance. So, which one did we use to pitch the extremely luxurious Dulux Velvet Touch Eterna? All of them, of course.”
