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  • SUB CATEGORY :
    BEST USE OF PRINT & CONVENTIONAL OUTDOOR
  • COMPANY ENTERING :
    TAPROOT DENTSU, MUMBAI
  • TITLE :
    PAINTED BY PAINT
  • BRAND :
    DULUX
  • ADVERTISER :
    AKZONOBEL INDIA
  • AGENCY :
    TAPROOT DENTSU, MUMBAI
  • CHIEF CREATIVE OFFICER :
    SANTOSH PADHI
  • EXECUTIVE CREATIVE DIRECTOR :
    SANTOSH PADHI
  • CREATIVE DIRECTOR :
    SANTOSH PADHI
  • COPYWRITER :
    GAURI BURMA
  • ART DIRECTOR :
    JYOTI PATIL/VIJAY MANURE/SANTOSH PADHI
  • ACCOUNT DIRECTOR :
    ABHINAV KAUSHIK/GEETIKA PRABHAKAR/PRIYANKA BANTHIA
  • STRATEGIC PLANNING DIRECTOR :
    UMESH SRIKHANDE
  • STRATEGIC PLANNING MANAGER :
    HARJOT NARANG
  • AGENCY PRODUCER :
    PURUSHOTTAM JOSHI
  • DIRECTOR :
    AMOL JADHAV
  • CINEMATOGRAPHER :
    AMOL JADHAV/KEDAR PHADKE
  • ART DEPARTMENT :
    SANTOSH KAMATKAR/RUPESH BASUTKAR/FAREED KHAN/
    NEMCHAND VISHWAKARMA
  • PRODUCTION DESIGNER :
    IMTIAZ ALI/SHREYAS SURVE
  • EXECUTIVE PRODUCER :
    IMTIAZ ALI
  • FILM PRODUCER :
    RAJ CHHEDA
  • EDITOR :
    KRISHNA IYER
  • PRINT PRODUCTION COMPANY :
    SHOOT AT SIGHT, MUMBAI
  • PHOTOGRAPHER :
    AMOL JADHAV
  • RETOUCHER :
    AMAR MARSHIRASKAR
  • ART DEPARTMENT :
    SHREYA SURVE/SANTOSH KAMATHKAR/RAMESH DUMADE
  • PRINT PRODUCER :
    RAJ CHHEDA
  • CAMPAIGN SUMMARY :
    PAINT IS SEEN AS BEING FUNCTIONAL. IT ISN’T AFFORDED MUCH IMPORTANCE. WE WANTED TO CHANGE THAT. WE WANTED TO GET PEOPLE TO LOOK AT PAINT DIFFERENTLY. WHICH IS WHY, WE CONDUCTED AN ACTIVATION IN ART GALLERIES AND STUDIOS. THROUGH THE ACTIVATION, WE DEMONSTRATED HOW PAINT CAN TURN ANYTHING INTO A MASTERPIECE. AND LET PEOPLE EXPERIENCE, FIRST HAND, THE MAGIC OF DULUX’S RANGE OF PAINTS, AND INSPIRED THEM TO BRING THAT MAGIC INTO THEIR HOMES.
  • THE BRIEF :
    THE BRIEF WAS TO CHANGE THE WAY PAINT IS PERCEIVED. IT IS THOUGHT OF AS BEING UTILITARIAN. IT ALWAYS 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.
  • THE STRATEGY :
    OUR STRATEGY TO OPEN PEOPLE’S EYES TO THE WONDERS OF PAINT WAS TO LET PAINT TAKE CENTRE STAGE. 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 A 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.
  • THE EXECUTION :
    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 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.
  • THE RESULT :
    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.