Berger ropes in Katrina Kaif for new campaign
City: 
The new brand positioning is triggered by the concept of a beautiful home and colourful glamorous walls, with JWT as the creative agency

Berger Paints India Limited, the second largest paint company in India, seems well set to create a unique brand identity in the super premium interior emulsion category around luxury and glamour. It is coming up with a new brand campaign, roping in Bollywood diva Katrina Kaif, who would be seen telling the story of her home and how she nurtures the feeling of decorating her home to make it picture perfect. The new brand positioning is triggered by the thoughts that 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, top company officials said.

“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,” said Sudhir Nair, general manager, marketing, Berger Paints India Limited.

The philosophy behind this new brand campaign is to create a unique brand identity in the super premium interior emulsion category around luxury and 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 per cent 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 one’s walls, he said.

The company claims that ‘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.

Berger Paints had engaged JWT as the creative agency and Firecracker as the production house and Priya Shivakumar of JWT as the executive creative director to design and develop this new brand campaign. Sunhil Sippy is the director of the ad film featuring Katrina Kaif.

“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,” said Priya Shivakumar, vice president & executive creative director, JWT.

ritwikmukherjee @mydigitalfc.com