Paint is thought of as being utilitarian. It isn’t afforded much importance. The brief was to change the way paint is perceived. As always being in the background, serving as a backdrop for furniture, furnishing and art. Its ability to give birth to beauty on walls is rarely, if ever, acknowledged. We had to change that and make people look at paint as a hero, as something that could help them create a world of beauty in their homes.

We conducted an activation in art galleries and studios. We brought together every colour from the Dulux catalogue. And poured hundreds of litres of paint out of a 12-foot can. The motor inside the can released stream after stream of paint. And gave birth to an artist called paint. One that formed and transformed hundreds of textures and patterns, organically. One that united unusual shades, leading to unpredictable combinations. One that created masterpiece after masterpiece with every splash, every smear, every stroke.

Our strategy to open people’s eyes to the wonders of paint was to let paint take centre stage. Hence, our target audience included people across ages and demographics - anybody with a home, basically.

While paint is always the medium, we wanted to show what would happen if it became the artist. We chose to do this in the form of an activation, which allowed people to see for themselves the myriad pieces of art that paint can create and forge a connection with paint. The uniqueness of the activation drew people in, while the uniqueness of the art kept them glued.

We conducted an activation in art galleries and studios across Mumbai, over a period of three months. We brought together every colour from the Dulux catalogue. And poured hundreds of litres of paint inside a 12-foot can. The can had a motor running through it, which released stream after stream of paint onto a canvas. What was born was art, created with hundreds of textures, patterns and shades. We brought this art closer to the public by turning it into print ads and posters.

Our activation brought to life the width, depth and variety of paints in the Dulux catalogue. By letting people witness the creation of pieces of art, we inspired them to view paint in a new light. Pictures and videos of the activation found their way on to social media. With numerous posts on Facebook and Instagram, the activation reached many, helping them see the myriad ways in which paint can transform their homes.