Kansai Nerolac has launched a new campaign, #OutofThisWorld, showcasing a test of its Excel Everlast exterior paint range at 86,000 feet above Earth.
As part of the initiative, the company sent a payload coated with the paint via a stratospheric balloon to demonstrate its performance under extreme conditions. At that altitude, temperatures drop below -64°C, UV radiation remains unfiltered, and atmospheric pressure is significantly lower than at sea level.
The campaign, developed by ULKA, moves beyond lab-based demonstrations by documenting the experiment through a campaign film. The payload was sent to the stratosphere and returned after exposure to these conditions.
Ramkrishna Naik, Chief Marketing Officer, Kansai Nerolac, said, “The Excel Everlast range has always stood for one thing, the paint that refuses to give up. When we launched Everlast 14, India’s first self-cleaning paint with Japanese Technology, we didn’t stop at that. In fact, we developed Excel Everlast 20 with Bullet Proof Protection, powered by nano-silica technology. It has 30% higher toughness and crack-bridging that outlasts any competition. It is the paint that earned India’s first 20-year warranty. Sending it to the stratosphere felt like the only fitting way to introduce it to the world. Because a product this uncompromising deserved a stage just as extraordinary.”
Rakesh Menon, Chief Creative Experience Officer, ULKA, added, “This idea came from a very simple belief, if an exterior paint can survive space, it can survive anything on Earth. What mattered to us was doing it for real. No simulation, no shortcuts. Just putting the product to the ultimate test.”
The campaign film documents the experiment as part of the brand’s communication around its exterior paint range.
