Industry POV

We are Focused on Making Life Easier for Our Customers, Says Rajiv Rajgopal on Dulux’s New Ad Campaign - Mayuresh Dubhashi


In the latest TV commercial by Dulux, the flagship Decorative Paints brand from AkzoNobel, Farhan Akhtar tests the strength and durability of Dulux Weathershield Powerflexx against extreme conditions of nature and its ability to protect consumers' homes.

Conceptualized and created by Taproot Dentsu Communications, the TVC, titled 'Nature Challenge' encapsulates the brand's ability to protect home exteriors from nature's fury, owing to its Double Defense Technology. The campaign shows a house mounted on a trailer truck travelling through various terrains while exposed to extreme weather. It also emphasizes how the walls protected by Dulux Weathershield Powerflexx withstand challenging weather effectively and remain unblemished.

Social media and popular online video platforms such as Facebook, Instagram and Twitter will be leveraged to maximize reach and educate consumers about the product. The campaign is being accelerated across these channels basis the consumer behavior and purchasing pattern. This targeted approach is aimed to amplify the benefit of Dulux Weathershield Powerflexx.

The Pan-India campaign caters to the needs of consumers who desire unmatched protection resulting in great looking homes.

Rajiv Rajgopal, Director-India and South Asia Cluster, Decorative Paints, AkzoNobel said, "We are dedicated to creating everyday essentials to make people's lives more liveable and inspiring. Innovation sits at the heart of what we do. Whether we are developing new products or services, we are focused on making life easier for our customers, as well as contributing to their success. This campaign stands as a befitting testimony to the superior value proposition of Dulux with best in class and international quality. In a country like India that faces extreme weather conditions, Weathershield Powerflexx enables homes to withstand the harshness of weather extremities. With the latex of the paint stretching up to seven times more than any other premium exterior paint; this technological wonder enables exceptional performance and benefit to the consumer."

Featuring for the first time in a TVC for an exterior product for Dulux, Farhan Akhtar, Actor, Director, Singer and Brand Ambassador.

Read our entire coverage on Dulux

Commenting on the campaign, Mayuresh Dubhashi, Creative Director, Taproot Dentsu said, "To just make a claim is not as difficult as proving it. In the world of exterior paints, where every second player claims to provide all-round protection, Dulux Weathershield Powerflexx had to stand apart and comprehensively prove its superiority. So we chose the difficult path, and decided to prove that it is the best exterior paint in the market. And that is why the regular demo was made hyper, a house painted with Weathershield Powerflexx was mounted on a trailer truck, and the trailer driven across the country. The whole setup was taken to places of extreme heat and extreme rain to prove one simple point, that this paint can truly weather all weathers. And it exactly did that."