Unveils ‘Celebrations’ – a signature wall-décor collection
designed by Manish Malhotra
Mumbai Sep 17th 2013(Sailesh Gandhi): Dulux, from the house of AkzoNobel; the world’s largest paints and coatings company unveiled its latest Dulux Velvet Touch collection – ‘Fashion trends for walls’via a brand campaign that celebrates the stylized expression of elegance. The announcement was made at a gala event in Mumbai today. Dulux Velvet Touch – Fashion trends for walls is an offering of high-end emulsions (decorative paints), inspired by fashion. The new range from Dulux Velvet Touch includes colours, patterns, finishes, and stencils for decorating walls, revitalizing the aura and essence of your home; making it elegant, stylish and ‘simply you’!
At the launch of the Dulux Velvet Touch integrated marketing campaign, Rajiv Rajgopal, Director – Sales & Marketing, Decorative Paints, Akzo Nobel India, said, “Over the past three decades, Dulux Velvet Touch has emerged as India’s leading premium emulsion brand and has created a distinct positioning for itself in home décor. ‘Fashion trends for walls’ is more than just a brand positioning - it embodies a mindset that is true to today’s dynamic consumers who look at homes as stylised expressions of elegance and living, enabling them to express their individualistic, creative instincts. The newly unveiled collection by Dulux Velvet Touch is designed to make homes look trendy.”
The integrated campaign for Dulux Velvet Touch showcases fashion trends for walls through an array of communication channels offering a diverse and all-encompassing glimpse into the brand.
The Dulux Velvet Touch marketing campaign includes:
ü A 45-second TVC featuring the Dulux Velvet Touch Brand Ambassador - Farhan Akhtar, which airs today
ü Print advertisement featuring creative partner – ace fashion designer – Manish Malhotra who has especially designed a signature wall décor collection themed around ‘Celebrations’
ü Cross-country outdoor activation
ü Digital communication across social media platforms, and
ü A limited edition coffee table book that bespeaks the transformative power of colour – leveraging its innate ability to elevate home decor
Dulux Velvet Touch has further strengthened it positioning by unveiling the symbolic global colour mnemonic, ‘Lady in Red’, which will be integral to all marketing initiatives of the ‘Fashion Trends for walls’ campaign.
The signature wall décor collection ‘Celebrations’, designed by ace designer, Manish Malhotra was unveiled today. Dulux Velvet Touch ‘Celebrations’ is a designer ensemble for walls, a celebration of lively festive colours, embroidery work and Indian textiles inspired from Manish’s successful works in fashion and the Indian cinema.
Talking about his signature wall décor collection for Dulux Velvet Touch, ace fashion designer & creative partner for Dulux Velvet Touch, Manish Malhotrasaid, “'Celebrations' is a theme that every individual relates to. Be it an auspicious moment or simply celebrating the essence of life and living. Dulux has been giving families, across India, a chance to paint the canvas of their homes with various colour combinations, finishes and patterns of their choice. My latest collection has been successfully inspired from my work in the Indian cinema. Cinema is all about colour, fashion and style and my latest wall décor collection ‘Celebrations’ echoes that verve just perfectly.”
The current Dulux Velvet Touch campaign will be largely led by television. It will be further supported by outdoor and BTL (below-the-line) activities in certain regions, and also via digital media - Facebook, Twitter, and YouTube.
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