Decorative paints major AkzoNobel India has unveiled a new TV commercial for its flagship brand Dulux Velvet Touch, titled ‘Glow of Success’. The commercial features brand ambassador Farhan Akhtar, and inspires consumers to showcase their achievements through the walls of their homes.
“We all work hard to achieve our dreams and celebrating them with our loved ones is equally important. With this new Dulux Velvet Touch TVC, we hope to motivate our consumers to not just decorate their walls, but to cherish their well-deserved accomplishments and success,” said David Teng, cluster general manager, decorative paints, South Asia, AkzoNobel.
“Our consumer understanding has revealed that personal taste and its expression in the beauty of one’s home is intrinsic to how today’s consumers behave. Considering the fact that Dulux Velvet Touch has been closely linked with fashion and aesthetics due to its distinctive positioning, it is a conscious attempt to steer the brand towards a more relatable insight of the users’ desire to portray their achievements,” stated Parth Udia, head of marketing, decorative paints, AkzoNobel India. Udia added that Dulux’s brand journey thus far has helped it position itself strongly on being stylish and creatively inspired; and that the attempt this time-around was to design a narrative that scored high on relatability. “Thus, the concept ‘Glow of Success’ was born, highlighting Dulux Velvet Touch’s best-in-class sheen and effectively becoming the chosen brand for those who wish to make their homes glow to match the success they have achieved,” he remarked.
According to the creative team, the TVC channels the power of simplicity to cut through the clutter with brand ambassador Farhan Akhtar’s compelling discourse on an individual’s journey towards achieving success, and then proudly displaying it through the glow on the walls of the house. “The commercial portrays what the super-premium emulsion Dulux Velvet Touch stands for, a partner to help you portray your accomplishments through the beauty of your walls.”
Explaining the rationale behind the brand campaign, creative agency Dentsu One’s national creative director Titus Upputuru said, “There are many milestones on the path to success and Dulux Velvet Touch celebrates their arrival. The protagonist, played by Farhan Akhtar, bares the walls of all conventional success symbols, choosing instead to portray it through the unique glow offered by the brand. The poetic expression of the voice-over is something that we thought would go well with the celebrity’s surname.”