Mrunal Thakur and Ronit Roy feel like home in Dulux campaign

AkzoNobel, a paints and coatings company, has rolled out a campaign titled ‘Velvet touch-feels like home’ featuring actors Mrunal Thakur and Ronit Roy for its flagship interior emulsion brand Dulux Velvet Touch. Conceptualised by Mullen Lintas, the film aims to strengthen the brand promise of rich, intense colours and gain consumer preference through its newly introduced Tru Color technology. The film hinges on a woman’s need for autonomy of space to underline the product superiority of Dulux Velvet Touch.


The film features Thakur hosting her parents for the first time in her new home. Upon entering her house, her father, played by Roy, is found to be displeased with the fact that his daughter has moved out of his house despite living in the same city. To his further surprise, she has painted her new home similar to that of his. The puzzled father asks her the reason for the resemblence, Thakur responds that she wanted to establish her independence. Thakur’s response not only resolves the conflict for him but fills him with pride for his daughter, winning his heart all over again.


Rajiv Rajgopal, managing director, AkzoNobel India, said, “Dulux Velvet Touch epitomises the best quality of decorative paint. As Indian consumers are increasingly spending more time rejuvenating their homes, walls have become a canvas of self-expression. Dulux India is now further empowering consumers to flourish through colours. We’re delighted to present the all-new Dulux Velvet Touch with the Tru Color technology. This is our promise of intense rich colours with an ultra-smooth finish so that every living space paints a narrative as progressive as today’s consumers and feels like home.”


Vandana Krishnia, head of marketing, decorative paints, AkzoNobel India, said, “The campaign adds a new dimension of emotional connect that resonates with the evolved consumers of today. The contemporary story of the father and his independent daughter has home, love and the magic of Dulux Velvet Touch at the centre of it. We’ve purposely pushed the visual look with a bold palette of razzberries and paddlewheel grey. After all, you don’t just see the colours you feel them.”


Garima Khandelwal, CCO, Mullen Lintas, said, “Dulux Velvet Touch wanted to own new conversations in relationship dynamics as we make a comeback in the consumer’s mindspace, carving a contemporary space for the brand. The need for autonomy or the question of why it’s sought by a young independent woman was a fresh conversation with home at the centre of it. It was a collaboration of the right talent coming together that touches the right note.”


Sharing how it’s been an exciting journey directing the TVC, award-winning film director Gauri Shinde commented: “To begin with, the story idea of female independence itself is very special and a seamless fit with the Dulux Velvet Touch brand. The concept of exercising your choices in life, creating your own space and painting your home in the colours of your personality is really the driving force behind this campaign. There couldn’t have been a better casting than Mrunal Thakur and Ronit Roy who add flavour to the TVC with their real and believable chemistry. The background score, ‘Chhota Hoon Main’ beautifully captures the emotional journey of the protagonists, while the punchline at the end reinforces how Dulux Velvet Touch with Tru Color technology ‘Feels Like Home!”


The campaign will be live from tomorrow – April 20, 2022 and will be promoted across the brand’s online channels and other offline mediums.


Source : Economic Times