Kansai Nerolac turns conveyer belt into colourful moving shade card
By M4G Bureau - October 24, 2017
On the day of Diwali, passengers waiting to collect their bags at the conveyor belt also received gifts from the advertising brand
Kansai Nerolac Paints Ltd (KNPL) recently executed an innovative on-ground campaign at the Terminal 1 of the Chhatrapati Shivaji International Airport to reinforce its position as one of the best marketers in its category in India. The campaign, titled – Making our world #ashadebetter, involved turning the luggage conveyer belt at the airport terminal into a giant, moving shade card to give the passengers a break from regular airport surroundings as well as draw their attention to the vivid shades that would suit their respective homes. The aim of this campaign was to present the vividness and variety of shades that Nerolac offers.
The airport conveyer belt was selected for this activity as its basic mechanisms allow it to act as a moving shade card (fan-deck). Although the conveyer belt was a natural choice, to ensure that colour reproduction was as close to real colours of the paints, the Nerolac team conducted rigorous testing to avoid poor reproduction of colours, smudges on the media and hassle-free functioning of the conveyer belt. After a 4-month testing they arrived at an optimum solution to carry out this activity. Also, passengers who collecting their bags on the day of Diwali were in for a surprise as there all received personalised gifts while waiting at the Nerolac Conveyer belt.
The colours for this moving shade card were pulled out from the colour themes of the recently launched Nerolac Colour Guides, having 7 beautifully crafted colour stories created after months of pan India research. The stories in the Colour Guides are created to cater to the ‘designers within’, offering ideas and setups to explore and get inspired with.
Speaking about this initiative, Peeyush Bachlaus, GM Marketing - Kansai Nerolac Paints Ltd. said, “There’s a need to find the consumers where they are instead of trying to reach out to them through conventional means. It is a must to deliver key brand messages on multi-layered platforms which can’t be restrictive in nature. We have continuously endeavoured to innovate brand messaging as well as consumer connect initiatives. This unique OOH installation is a testimony to that. We want our consumers to experience their surroundings and colours in a unique way wherever we can and doing something for the Diwali time passengers seemed to be a right way to kickstart the integration.”