Every company needs to be unconventional and creative when it comes to promoting their brand. Kansai Nerolac Paints Ltd (KNPL) started an on-ground campaign at the Terminal 1 of the Chatrapati Shivaji International Airport which displayed an amazing creativity. The campaign made use of luggage conveyer belt at the airport and was titled making our world #ashadebetter. The main aim of the campaign was to display the wide & distinct variety of shades that is delivered by Nerolac. One of the many conveyer belts present at the airport has been converted to a giant, moving shade card, which not only gives the passengers a break from otherwise boring airport surroundings but also allows them to select their favourite colour for their home or work.
Re-inventing plays an integral role when it comes to making your brand popular. In keeping up with that, Nerolac, as a brand, has constantly been innovating in all facets of business; products and marketing. The choice of conveyor belt as a medium to promote itself is certainly an example of that. The choice proved quite beneficial as the moving belt acted as a moving shade card (fan-deck) and the entire presentation looked quite appealing. In order to ensure the close proximity to real colours of the paints as possible, , Nerolac’s team conducted rigorous testing to avoid poor reproduction of colours, smudges on the media and hassle-free functioning of the conveyer belt. The team of Nerolac conducted testing of approximately four months; they arrived at an optimum solution to carry out this activity.
Speaking about this, Mr. Peeyush Bachlaus, GM Marketing – Kansai Nerolac Paints Ltd. said, “There’s a need to find the consumers where they are instead of trying to reach out to them through conventional means. It is a must to deliver key brand messages on multi-layered platforms which can’t be restrictive in nature. We have continuously endeavoured to invent brand messaging as well as consumers connect initiatives. This unique OOH installation is a testimony to that. We want our consumers to experience their surroundings and colours in a unique way wherever we can and doing something for the Diwali time passengers seemed to be a right way to kick start the integration.”
