Velocity Brand Server Pvt Ltd managed and executed “Nerolac Excel challenge” a van activity in UP and Punjab for the Nerolac Excel range, the premium exterior paints of KNPL. The first phase of the activity began in April and culminated in mid May covering 35 towns.
Velocity has been working with Nerolac for around ten years, executing most of their on-ground promotions and national and international events such as product launches and dealer meets. According to the brief given to the agency by Kansai Nerolac India, they had to develop a concept which would create a buzz around the ‘toughness' of these exterior paints, and create activities along the same lines to demonstrate the features of the product. This activity strived to reach out to the TG – painters and the people and demonstrated the features of the product.
Commenting on the initiative, Aril Sharma, MD, Velocity Brand Server said: "The main objective was to bring out the toughness and resistance of paint against dust, water”. Creating something new would have been easier but creating something which is based on certain guidelines and then implementing it as per the requirement was a challenge."
The overall strength of the product is its USP’s and the main idea behind the entire program was to demonstrate the product superiority against dust and water vis a vis competition products in a very interesting manner and giving customers a firsthand feel of the product. Based on this, Velocity Brand Server used the platform to build a campaign which would give consumers a firsthand touch and feel of the product.
As a part of executing the activity, a van design was set up having Nerolac Excel and Nerolac Excel total panels with the competitor panels to demonstrate the product toughness. The concept of creating the experience zone was to showcase the features of the products, anti water repellency and anti dust resistance through an interactive experience.
Covering 35 towns in total, the activations began in UP on March 29 and ended on May 8, and in Punjab on April 3 and ended on May 14. In UP, the canter visited 10 towns, starting from Aligarh, Agra, Varanasi, Allahabad, Lucknow, Bareilly, Rampur, Haridwar, Dehradun and Meerut. In Punjab, it covered 24 towns including Pathankot, Amritsar, Jalandhar, Haryana, Ludhiana, and Bathinda.
As a part of the activation, market areas, malls were targeted to engage the audience. TG were invited on the VAN and they were given water and dust to throw on the panels thus take the “NEROLAC EXCEL CHALLENGE” themselves and compare the toughness of Nerolac products vis a vis competitor brand. “Corresponding to the desired response by the TG, this activity will be planned in more cities across India” added Anuradha Khandelwal, Manager Business Operations at Velocity Brand Server Pvt Ltd.
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