Kansai Nerolac Paints has launched a new digital campaign for its heat-reflective coating, Nerolac Perma NoHeat, using thermal imaging technology to demonstrate the product's performance under real-world conditions.
Produced by creative and content agency BUZZINga, the campaign centres on a thermal imaging experiment conducted in Rajasthan, where treated and untreated surfaces were tested and captured using a thermal vision camera. The footage highlights the temperature difference between the two surfaces, visually demonstrating the coating's ability to reduce surface temperatures by up to 15°C.
The campaign seeks to make a largely invisible product benefit easier for consumers to understand by translating technical performance into a visible proof point. Through thermal imagery, the film showcases how the coating reflects heat and reduces heat absorption on exposed surfaces.
Designed for exterior walls, terraces and rooftops, Nerolac Perma NoHeat is positioned as a passive cooling solution that does not require electricity or ongoing maintenance. The product uses specialised pigments designed to reflect solar radiation and reduce heat build-up on surfaces.
Ramkrishna Naik, Chief Marketing Officer, Kansai Nerolac Paints Limited said, “With Nerolac Perma NoHeat, we have always known that the product’s strongest advocate is its own performance. Our objective with this campaign was to close the gap between what we claim and what the consumer can independently verify. It was not built on storytelling alone, but on evidence. We believe that in a market where trust and performance accountability are becoming central to purchase decisions, this approach sets a new benchmark for how paint brands can communicate product efficacy.”
“The brief was simple: help consumers understand that a paint can actually help reduce heat. We felt the answer wasn't in explaining the science better, but in making it visible. That thinking led us to conceive and execute a film built around thermal imaging technology and a real-world experiment. At BUZZINga, we're always looking for new ways to make brand stories more tangible, and this approach allowed us to turn an invisible benefit into something consumers could instantly see and understand. In doing so, we helped create what we believe is a first-of-its-kind use of thermal imaging in the Indian paint category to showcase actual product performance.”, Kritika Beri, Co-Founder, BUZZINga added.
The campaign marks a departure from traditional paint category advertising by placing product demonstration and performance evidence at the centre of the communication.
