Dulux Weathershield is positioned in India as the ultimate paint coat that protects home exteriors from the elements. Traditional communication has made consumers aware of this functional proposition, but Dulux wanted to take it to the next level and create a conversation that would reach out and connect emotionally.

In a country that emotional about both their beliefs and their homes, we needed to find an interesting way to make the brand resonate with culture as well as form a relationship beyond functional with pan-India consumers.

As such, our objective was to strengthen the position of Dulux Weathershield as a leader in exterior paints.

Dulux Weathershield has repeatedly positioned itself in India as the ultimate paint coat that protects home exteriors. Dulux wanted to take it to the next level and create a conversation that would reach out and connect with hearts.

The Nazar Battu is India’s most common symbol to ward off the evil eye - a scary looking face that is supposed to keep evil at bay. Across the country, it is used on the front façade of homes. We got different artists from across India to create unique designs of Nazar Battus, each reflecting a unique regional flavour of India. The designs were then printed on top of the Dulux Weathershield lids, extending the life of the product beyond its use. The variety of Nazar Battus allowed consumers to choose according to their culture and put them up. Thus, across the nation, Dulux created a timeless brand impression!

Through using the lids we extended the life of the product beyond its use. We got different artists from across India to create unique designs of Nazar Battus, each reflecting a unique regional flavour of India. The designs were then printed on top of the Dulux Weathershield lids.

The variety of Nazar Battus allowed consumers to choose according to their culture and put them up on the front façade of their homes.

Special edition Dulux Cans with Lids carrying the Nazar Battu pasted on them were introduced in special markets where conversation could be generated. These cans were launched through dedicated Dealer Shops at the end of 2018, but the conversations continue till now. Hopefully homes that bought these cans will sport the New Nazar Battus for years to come. Currently launched only select metros of India with plans to extend to other places given further response. Fresh packaging also generated curiosity among paint contractors.

16,000 units were sold in the first 3 months of campaign.

A lot of word of mouth was generated among the key paint contractor community with the fresh and unique packaging in stores.

Consumers found conversation points with their neighbours /visitors who took to enquiring about the beautifully designed Nazar Battus and thus Dulux Weathershield was played back by consumers in a category where such conversation is uncommon.

Footfalls in Dulux Decoration Centres and online/offline enquiries increased.