Berger Paints launched its new ad campaign for its exterior paint brand Weathercoat Allguard with the tag line “Reverse the effect of Rain”.
The philosophy behind this new campaign is to break the clutter of the Truly Durable Exterior paint category and position Weathercoat All Guard as essentially a Silicon based water resistant paint which has inherent ability to repel water and thereby prevent the building from dampness, paint film swelling/flaking and fungus/ algae attacks.
The idea here revolves around the central theme of ‘Ulat Palat’, and shows the protected exterior walls of a house repelling the rain water.
The advertisement uniquely portrays this with the proposition of “Reverse the Effect of rain” where we see rain water reversing from the all the objects and the walls of the Weathercoat Allguard “protected” house. The fact the Weathercoat Allguard has SILICON that pushes water away thereby keeping the house looking fresh and fungus free for years serves as the “Reason to Believe” (RTB) for this advertisement.
Research indicates that all across the country Water/Rain is considered to be the singular biggest threat to the well being of a house. The perception has arisen out of the collateral damages like dampness, seepage, swelling, fungus and algae formation that water creates.
The TV campaign will be supported by an integrated marketing campaign with a 360° approach. Brand Propagation will be done through Electronic Media (national and regional) reinforced at the ground level by Outdoors. The commercial will also be aired at “neo conventional” medium like radio and “non conventional” medium like the Internet. Brand Activation would be done at various touch-points in critical markets. It includes product demonstrations and consumer allurements.
Commenting on the concept, Suraj Das, Group Product Manager, Marketing Berger Paints says “Consumer Research states the Water is considered to be the singular biggest threat to the well being of the house. Weathercoat Allguard addresses this issue basic issue with its Silicon additive that repels water away from the wall surfaces. The new advertisement captures this idea with an interesting and innovative proposition of “Reverse the effect of rain” or “Palat do Baarish ka Asar”.
Commenting on the concept, Nilanjan Dasgupta, Creative Director, Rediffusion YR Kolkata says, “The idea is to extend the platform of 'reverse the effect of rain' to something more relatable and enjoyable. 'Ulat Palat' is a catch phrase that summarizes the idea and brings out the magical element in the film.”