Creativecom

ICI Dulux Pentalite

High Art Inspirations

CREATIVE

Perception Reshaping Relaunch Campaign

High Art Inspirations

ICI Dulux Pentalite – Ghar To Sab Ko Pyara Ha

ICI Paints, which was later acquired by AkzoNobel, is one of the world’s leading industrial companies. It had for some time struggled with ICI’s Pentalite Classic brand. Although it had scale and a powerful global footprint, it was struggling to turn this into a successful product in Pakistan due to a higher price than other paints.

Deliverables:

Brand Strategy

Brand Positioning Statement

Brand ID & Seed

Communication Strategy

Creative

Perception Reshaping

Creative Platform

Ideation & Storytelling

TV Concept & Storyboard

Copy & Content Writing

Key Visuals

Print Ads & OOH

Production Management

Production Supervision

Celebrity Management

Still Photography

Ideation & Storytelling

Using our Strategic Toolkit, unearthing the IDEA-LOGY, the affluent markets regard their homes as a form of art and one of the ways they outshine their peers.

We built our proposition using the culture of high art summed up as ‘MY HOME IS A CLASSIC’. Using ‘Gulgee’, Pakistan’s no. 1 artist we told the story of shining out with the brand and the painting with the brand as nothing less than a work of art which propelled our brand into double digit revenue growth.

Won The Best Global Campaign Award

Result

The business derived significant financial benefit from this approach, hitting 4X estimated sales and with brand share rising for the portfolio overall in the market as well.

This was a campaign that was later awarded ‘The Best Campaign Of The Year’ in ICI’s Global Portfolio.