Communication Feature

Washable Walls

December 2014
Berger Paints launches its new TVC for luxury emulsion Easy Clean.

Washability has emerged as the most sought out feature in an interior wall paint. The biggest pain-point for a customer is when the walls get stained, it is either difficult to remove or the stain is removed along with the paint both of which is a cause of worry. Taking cue of the market demand, Berger Paints launched its new ad campaign for its interior paint brand Easy Clean with the tag line ´No Daag No Dhabba, Only beautiful walls´.The advertisement shows some typical Indian situations and habits that end up staining the walls and how it is a hassle-free cleaning with Berger Easy Clean.

Clutter breaking
The philosophy behind this new campaign is to break the clutter of the washable interior paint category and position Easy Clean as a luxury emulsion that has been substantiated with Cross Linking Polymer (CLIP) technology, which forms a non-permeate membrane. This does not allow the micro-particles to enter inside the paint film and makes it easy to clean.It keeps the house looking fresh for years and serves as the ´Reason to Believe´ (RTB) for this advertisement.

The basic proposition of the ad revolves around a simple insight that people want clean good looking walls and generally walls tend to get dirty. And, to get those clean walls, they do not want to take too much effort. The USP of Berger Easy Clean is the ease with which one can keep the walls clean even with the most stubborn stains.

Maximum reach
Brand Propagation will be done through Electronic Media on the leading Malayalam channels like Asianet, Asianet PLUS, Surya, Asianet Movies, Kiran TV, Asianet NEWS, Reporter TV and Mathrubhumi NEWS. The commercial will also be aired at a ´non-conventional´ medium like the Internet. The TVC would also be showcased in the Mollywood blockbuster releases for the upcoming season.

Berger Paints India Ltd is headquartered in Kolkata and amongst the top 30 paint companies in the world with global footprints across continents. It is also among the top six paint companies in Asia. Founded in 1923, this FMCG major has one of the largest distribution networks consisting of 16,500 plus channel members serviced through 135 stock points and10 production units. It has four distinct business verticals namely decorative coatings, protective coating, automotive coatings, industrial and powder coatings with about 10,000 plus product Sku´s on offer.

Berger is credited with the proactive launch of new generation products in various categories of paints, which has made it one of the fastest growing paint companies in the world in the last decade. Its recent successful launches include WeatherCoat Allguard (First silicon-based exterior emulsion in the country, which reverses the effects of rain), Rangoli Easy Clean (Cross linking polymer, which keeps walls stain-free) and Silk (Luxury interior emulsion, which makes you experience Silk on your walls) and Breathe Easy. Its flagship brands also include Luxol Hi Gloss enamel paints and Illusions, range of designer wear for the walls.

Being an ISO 14001 company, its quality products have attained instant recognition worldwide and continues to meet quality requirements that are demanded today in domestic markets. To meet the surging demand of its brands, the company is undertaking huge capacity expansion through both brownfield and greenfield projects located across India.

(Communication by the management of the company)