Berger Paints India Limited, the second largest paint company in India today announced a new ad campaign for the launch of their Silk Glamor Luxury Emulsion paint.
The new ad campaign of Berger Paints features Katrina Kaif telling the story of her home and how she nurtures the feeling of decorating her home to make it picture perfect.The concept of a beautiful home and colourful glamorous walls go hand in hand and help us to make the journey of our lives brighter. The walls are not just a physical structure but they have soul in it to witness all our memories and capture these precious moments.
The philosophy behind this new ad campaign is to create a unique brand identity in the super premium interior emulsion category around luxury & glamour. This campaign gives the viewers an imagery to find out the reflection of ourselves in our individual homes. Houses are reflection of our tastes and thus this campaign makes the consumer feel that ‘Silk Glamor’ is the last word in the super premium category and therefore it should be the most preferred choice. The product epitomizes luxury for the walls due to its ultra smooth finish, supreme sheen and exotic colors. Formulated with 100% acrylic binders to enhance scratch resistance, anti-fading pigments for those rich hues and bio-resistant additives for enhanced durability, Berger Silk Glamor is the treat of a lifetime for your walls.
Silk Glamor emulsion (non-metallic) gives a beautiful finish when tinted with ultra-pastel & pastel shades whereas the Silk Glamor Metallic range gives a shimmer finish making the walls look dazzling. The product variants have been formulated keeping in mind the varied taste of the target consumers.
Commenting on the concept, Mr. Sudhir Nair, General Manager, Marketing, Berger Paints India Limited, says “The new advertisement harps on the idea of giving a stylish makeover to the walls of our home with new reflective technology, Silk Glamor. The idea of roping in Katrina Kaif is to explain the beauty of the product to the customers and to accentuate the Silk Glamor brand to higher levels.”
Commenting on the concept, Priya Shivakumar, Vice President & Executive Creative Director, JWT says, “While thinking of the story line I looked at the wall as not just a physical structure. You know the walls have emotions and soul and it actually gets a meaning when we put objects on it. Each one of us should be very specific while painting our homes and walls and thereby choosing so supreme and sensual touch makes them stay special.”
Creative Agency: JWT
Client: BERGER PAINTS INDIA LTD.
Executive Creative Director: PRIYA SHIVAKUMAR
Copy: SWANAND KIRKIRE
Account Management: Bodhisatwa Ghosh
Production House: FIRECRACKER
Director: SUNHIL SIPPY
Silk Glamor TVC
Making of the Film