AkzoNobel India has rolled out a campaign, ‘Lage Shaandaar, Chale Shaandaar’, highlighting its Dulux Assurance program.

Conceptualised by Lowe Lintas, the campaign comprises a film. The ad builds on the duality of choice Dulux paint consumers have embraced for years: what’s better? - the unmatchable quality or the unbeatable warranty? Through a funny banter between the protagonists, the film cleverly showcases that with Dulux, consumers don’t have to choose; they get both.

What we think about it: The ad delivers its message in a light and engaging way. The playful banter between the protagonists keeps it entertaining.

Rajiv Rajgopal, chairperson and managing director, Akzo Nobel India, said, “For over 70 years in India, Dulux has been synonymous with world-class quality. Dulux Assurance program reflects our confidence in that quality and the trust millions of consumers place in us. With this latest campaign, we’re reinforcing that Dulux stands for premium finish, durable performance, and peace of mind.”

Vandana Krishnia, marketing director – South Asia, AkzoNobel ,added, “Dulux Assurance was the first ‘Expert ka Promise’ in the Indian paint industry. From ‘A Coat of Trust in Every Stroke’ to today’s ‘Lage Shaandaar, Chale Shaandaar’, the campaign journey mirrors how Dulux Assurance has grown into a trusted warranty program. Prasoon’s vision has brought this story alive with humour and impact.”

Vasudha Misra, president - creative, Lowe Lintas, said, "Some projects leave you exhausted at the end of it. Some, on the other hand, leave you re-energised. This one firmly falls in the latter category. From finding a fresh take on the ‘warranty’ conversation dominating the paints industry, to zeroing in on the sharpest concept to bring the proposition alive, every single partner (clients, planning, servicing, creative teams) worked in collaboration, and unanimously went with Prasoon Pandey as the director to bring alive the chicken and egg creative concept."