If there is a color, we have the paint. The message was simple and clear.

But the most mind blowing statistic in the campaign was this:

We spent USD 18 to appeal to 5 million devotees.

That's a cost per contact of 0.0000036 cents !

We employed a device that almost every Indian recognizes - a shade card.

The colors were already present at the fair.

All we did was attach a shade card to the colors.

Advertising paints in India has acquired a language of its own. Beautiful houses. Bright Paints. Happy families. Stagnant ideas.

To add to the monotony, most families featured were almost always rich.

Nerolac wanted to appeal to the vast majority of India that didn't live in mansions. We were looking for a different language to tell them that Nerolac had the widest variety of shades.

There is an overdose of color in almost every corner of India. And it runs riot at Kumbh, a fair that happens once every 12 years.

The idea was simple. Find a shade. Look for that exact shade in our portfolio. Put up a color swatch right beside the color, mentioning the name of the shade in our shade card.