For Nerolac, outdoor is a marketing strategy element with a focus on end-users as well as contractors, supported by expansive digital presence.
Digital is key to Nerolac’s marketing strategy for it supports and extends the scope of the brand’s presence at points of sales and recall value. Why should a customer or contractor go for a specific brand of paints? What is the point of differentiation? How do you create a brand recall for a product that a person may invest only a couple of times in their lifetime? For Nerolac, outdoor is a tangible form of presence in the market and in the minds of the TG.
The digital assets of Nerolac include a website, a YouTube channel, an app and social media presence on Facebook, Twitter and Instagram. In its digital brand communication, the website plays a key role for it hosts product information, decor inspiration and online colour preview tools.
Nerolac Colour My Space app enables consumers to try different colour shades and designs on the walls of their house. Potential customers can use the paint calculator to get an idea of the approximate cost of painting their house. Nerolac uses social media to interact and connect with audiences and strengthen brand recall.
Nerolac’s digital strategy revolves around two key insights: Consumers search for decor ideas online and that social media followers engage more with active visuals and graphics. These insights have helped the brand notice a spike in audience interaction over time, Peeyush Bachlaus – AVP – Marketing, Kansai Nerolac Paints Ltd tells us.
On a store level, Nerolac’s key target audience includes contractors visiting the store. “Aspects such as regional language and simple communication play an important role for in-store communication,” explains Bachlaus.
This is one of the most important aspects as contractors play a key role in the decision, even if it is ultimately made by the end-users. Contractors and painters are the most important influencers for Nerolac.
He adds, “Our outdoor brand communication is limited to specific marketing campaigns. The effort is to use outdoors more as a display media rather than plain messaging.” This has been done by Nerolac in Mumbai and Kolkata. Murals have been painted across the country by Nerolac, including Kumbh Mela. These outdoor advertising instances help the brand put on display the magnitude of possibilities they are capable of bringing to life.
Brand installations at an airport and at the Kumbh Mela help Nerolac tap different demographics in distinguished ways. This can be felt in the treatment of the artwork, colour scheme used and the language of communication. While the luggage belt was leveraged at the airport, wall art and branding over containers proved key tools of visible communication at the mela.
Importance of Digital
In 2020, Nerolac has seen a shift from traditional text-based content to dynamic, engaging content that offers users an immersive experience. Such interactive content includes quizzes, polls, embedded calculators, augmented reality ads and 360-degree videos.
Influencers too play a crucial role in the paints industry. “We have been engaging with them to create meaningful consumer propositions,” says Bachlaus, adding: We intend to strengthen our association with influencers in 2020 on a need basis, the way we engage with various cricketers, cricket bloggers and specialists during IPL.
Previously, Nerolac has worked with cricket players to create advertising content.
“With increasing consumer engagement in the paints category, the approach has started including consumer marketing into the mix, along with influencers and partner-focused initiatives. Use of digital tools to aid selection and driving choices is finding acceptance. Immersive experiences prove more impactful and are welcomed by end-users and influencers alike,” he explains.
Key Nerolac Campaigns
Bachlaus spells out three campaigns that have been key to Nerolac’s communication in recent years. These include Nerolac Tareef ka Kabil moments, Esho Gorhi Nobo Bongo and Little Bit of Nerolac.
Esho Gorhi Nobo Bongo is Nerolac’s Pujo property in West Bengal. Last year, the brand transformed the city of joy into a cleaner city during Durga Pooja by freeing it from single-use plastic. The brand created videos of regional celebrities talking about the cause and invited consumers to take a pledge to protect the environment from the Plastic Asura. People were encouraged to hand over plastic waste, which was transformed by the brand.
Little Bit of Nerolac is an effort by the brand to make consumers take a second look at their household products like refrigerators, cars and washing machines. The twist was that they were nudged to do with a perspective of Nerolac’s ‘everlasting shine’. At the forefront of the campaign was a TVC, supported by roadblocks and banners. The campaign was executed in two phases with a 360-degree approach.
Nerolac Tareef ka Kabil moments was a content integration effort by Nerolac during the international cricket series played by India. The objective of the campaign was to establish value propositions for the brand’s exterior product offerings. The brand collaborated with ESPN to brand the high-performance moments during the live games, resulting in 60M+ impressions. These moments were broadcasted in a section named after the brand.