Mumbai: Kansai Nerolac Paints Ltd (KNPL), India’s leading industrial coatings manufacturer and the third largest decorative paint manufacturers in India, has received massive participation in their ‘Impressions HD Stories’ campaign, across both digital platforms and through their dealer network across India. This campaign is an attempt to connect with the consumers in an industry that normally sees little consumer involvement even during product purchase.
Nerolac has established itself as a pioneer by demonstrating consistent innovation in their product range and is known for technological breakthroughs. Nerolac was the first paint company to introduce eco-friendly water-based paints with Low VOC & No added Lead. The Impressions HD Stories initiative is yet another first-of-its-kind innovation heralding a change in consumer engagement in this sector.
As part of the campaign, Nerolac urged the consumers of its Impressions HD paints, to share a photograph of themselves against their newly painted high-definition walls and describe how the use of Impressions HD paint has enriched their lifestyle. This activity was in sync with the Impressions tagline ‘Nerolac Impressions ka HD Colour lagega to ghar ke saath aap ka bhi Impression badhega!’ (Use Nerolac Impressions HD Colour on your walls and enhance your impression!)
The first leg of the campaign was kick-started on April 16, 2015 and entries were accepted till July 15, 2015, which were then showcased via a public voting stage. In response to the overwhelming number of entries received two more round of testimonial collection, followed by voting were initiated. The last leg of the voting stage ended on August 31, 2015.
All the submitted consumer stories will be competing in two categories, viz. ‘9 Most Voted Stories’ and ‘9 Best Stories’. While winners of the Best Stories category will be given an HD home upgrade i.e. an LED HD TV and 7.1 home theatre system, the 9 most voted entries will also receive HD TVs to enhance their lifestyle to HD!
Through this campaign Nerolac has engaged consumers across cities like Mumbai, Delhi, Kolkata, Lucknow, Kanpur, Allahabad, Dehradun, Ludhiana, Amritsar, Chandigarh, Jammu, Jaipur, Udaipur, Patna, Bhubaneswar, Hyderabad, Vishakhapatnam, Ahmedabad, Surat, Pune and Nagpur; by leveraging digital platforms, radio channels and Nerolac Dealer Shop Fronts. Adding to the glamour quotient of the Impressions HD Stories initiative, is the charming actress and former model, Mahima Chaudhry who also participated and posted her story on the website.
Mahima Chaudhry shared, “A big thank you to the Nerolac Team of Ritesh Sawant and his contractor Kais Khan and his boys Samir and Saleem for the hassle-free paint job at my house. I must mention that it’s truly a pleasure to get professionals to get one’s home painted. I feel, till now this sector was a little disorganized and I for sure, always postponed painting my home simply because one always expects it to be a hassle to deal with contractor who won’t finish on time and the job lingers. Thank you once again for a job well done and completing it on time and making my walls look great and my home fab!”
Sharing his thoughts on the initiative, Mr. Sudeep Kolte, Vice President, Sales and Marketing, Decorative Paints, Kansai Nerolac Paints Limited said, “Consumer engagement through avenues like Social Media is an important aspect of our marketing strategy. With the launch of the ‘Impressions HD Story’ campaign, we aim to build on this engagement with consumers, strengthening their emotional connect with Nerolac further. The tremendous response we received from across the country has been gratifying; it stands testament to the fact that the Impressions HD promise of a larger than life experience is being fulfilled. These testimonials give consumers 2500 more reasons to opt for HD technology in paints. It highlights the growing trend that paints are not just a colour on one’s wall, but a medium to communicate our individuality and make a personal statement.”