advertisement report on nerolac - "Ghar ki suraksha yaani izzat ki suraksha"

1. 1
Advertisement Report
on
“Nerolac Suraksha”
Submitted to:
DR. ANIL GUPTA
The Business School,
University of Jammu.
Submitted by:
Vidhu Arora (68-MBA-16)
Course: Principles of Marketing

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Nerolac Suraksha – Kansai Nerolac Paints Ltd
Introduction
Kansai Nerolac Paints Limited, founded in 1920 as Gahagan Paints & Varnish Co. Ltd.
at Lower Parel in Mumbai (formerly known as Goodlass Nerolac Paints Ltd) is the largest
industrial paint company with 35% market share in industrial paints and third largest
decorative paint company if India based in Mumbai with overall 14% market share. It is a
subsidiary of Kansai Paint of Japan. It is engaged in the industrial, automotive and powder
coating business. It develops and supplies paint systems used on the finishing lines of
electrical components, cycle, material handling equipment, bus bodies, containers and
furniture industries.
About Advertisement
Nerolac, one of the key players in the Indian paints market, has released its latest campaign
for Nerolac Suraksha, one of the key offerings from the brand.
Designed and conceptualized by Publicis, the new campaign presents Nerolac Suraksha as an
exceptional value for money product, which can uplift the image of the house and of the
occupant by several notches, without hurting the pocket.
The Advertisement: The ad film sees a postman who judges a person by the
outward appearance of their house. He is seen delivering letters to two houses.
In one house, which scores in terms of looks, the postman is most respectful to
the owner while handing over the mail. The owner of the next house, an elderly
man, is meted a completely different treatment as the postman chooses to
address the man, a doctor, as ‘Ghanshu’ (a shortened version of Dr Ghanshyam
Das) and throws the letter to him in his garden. This angers the doctor. He tries
everything from scrubbing the nameplate till it almost looks new to adding his
various degrees to it. He puts up a much larger nameplate and wears a
stethoscope as he waters plants to be addressed respectfully by the postman.
But it goes in vain, as the postman continues to address him as ‘Ghanshu’. Dr
Ghanshyam is informed that he spent all this time and years in earning respect
through degrees, but lost all because of not having a well-painted house. It
suggests that the doctor apply Nerolac Suraksha Plus to protect his house from
rain and sun and safeguard his image. The film ends with a super reading
“Ghar ki suraksha yaani izzat ki suraksha.” (Protecting the house, protecting
respect).

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Advertisement Credits:
 Client: Kansai Nerolac Paints
 Creative agency: Publicis Communications
 Managing director: Bobby Pawar
 Chief operating officer: Paritosh Srivastava
 Executive creative director: Jigar Fernandes
 Creatives: Gururaj Rao, Rohan D’Souza, Avinash Jakhalekar
 Account management: Chandan Jha, Darrell Fernandes, Manish Somani, Jiten Painter
 Agency producers: Jignesh Maru, Ganesh Iyer
 Production house: Soda Films
 Director (film): Rajesh Krishnan
Segmentation, Targeting And Positioning
Bobby Pawar, Chief Creative Officer, Publicis, said, "The idea is based on the comic
exaggeration of a simple human truth. It's this; most people will judge your station in life and
the respect you deserve by how your house looks from the outside.
Anuj Jain, Director, Decorative Paints, Kansai Nerolac Paints, says, "We take great pride in
doing up our homes as it is linked to our 'Izzat'. However home exteriors which create the
first impression, are often neglected. This results in the loss of prestige that we work so hard
to build. The new Suraksha TVC uses humor to communicate this sentiment that is an
important aspect of an Indian's consumer’s psychology (psychographic segmentation). It
stresses on the quality and protection that using Suraksha guarantees. A cherished popular
brand, Suraksha stands for both quality and value for money. As our tagline rightly
summarizes 'Ghar ki Suraksha, yaani Izzat ki suraksha'."
Why I choose this advertisement?
The advertisement tries to communicate that exterior of our houses give the perception to the
viewer about the status of the person. Other than your friends and family, very few people
Segment
Middle and Upper class home-owners; automotive industry;
General purpose
Target Group
Automobile brands (2 & 4-wheelers segment); Home-owners;
Engineering Industries
Positioning
Low volatile organic compound and Lead free healthy home
paints; market leaders in Industrial Coatings (customers like
Maruti Suzuki, Toyota Kirloskar, GM, Tata Motors, HM,
Yamaha, Honda, Volvo India, Ashok Leyland )

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will get the chance to be inside your home and see the investments you have made in the
beautiful interiors."
The advertisement says that we do everything to earn respect but lose it only to save a few
bucks by using lower grade paint for our home. It fascinating that how the exterior of our
houses can enhance “izzat” and education of the doctor fails to do that.
The ad is contrary to the famous saying “All That Glitters Isn’t Gold”.
The advertisement didn’t use the traditional jingle “Jab Ghar ki Ronak badhani ho”.