Story behind repositioning of berger paints and its new tagline

Berger Paints has launched its new ad campaign for its exterior paint brand Weathercoat All Guard with the tagline Reverse the effect of Rain.The philosophy behind this new campaign is to break the clutter of the truly durable exterior paint category and position Weathercoat All Guard as essentially a Silicon-based water resistant paint which has inherent ability to repel water and thereby, prevent the building from dampness, paint film swelling/ flaking and fungus/ algae attacks.

The idea here revolves around the central theme of Ulat Palat, and shows the protected exterior walls of a house repelling the rain water. The TV campaign is supported by an integrated marketing campaign with a 360-degree approach. Brand propagation is done through electronic media (national and regional) and reinforced at the ground level by outdoors. The commercial will also be aired at neo conventional medium like radio and non conventional medium like the Internet. Brand activation would be done at various touch-points in critical markets. It includes product demonstrations and consumer allurements.Commenting on the concept, Suraj Das, Group Product Manager, Marketing, Berger Paints said, Consumer research states the water is considered to be the singular biggest threat to the well being of the house. Weathercoat All Guard addresses this issue basic issue with its Silicon additive that repels water away from the wall surfaces. The new advertisement captures this idea with an interesting and innovative proposition of Reverse the effect of rain or Palat do Baarish ka Asar. The idea is to extend the platform of reverse the effect of rain to something more relatable and enjoyable. Ulat Palat is a catch phrase that summarises the idea and brings out the magical element in the filmcsr activities

As a part of the commitment towards the stakeholders and the society at large, Berger Paints is committed to discharge its responsibility for the cause of the society through a variety of philanthropic and benevolent activities benefiting the society. Berger Paints ensures an environmentally safe and secure future with a commitment from the company and all its employees to practice and implement methods that help reduce the harmful effects on our environmentIt is the duty of the organization to look after the conservation of natural resources and ensure that protection of the environment remains top priority.Berger Paints is committed to take up the challenge and develop more advanced products which consistently help reduce the harmful effects on our environment and conserve natural resources. The organization not only takes responsibility for environmental protection but also make the employees aware and committed to the cause.Various activities have been undertaken at the corporate and manufacturing units in the areas related to environment, health education, child development, etc through the following programmes Participation in Polio Immunisation Programme for the eradication of polio Partnering with organizations for sponsoring under privileged and destitute children Sponsorship of education of children who come from poor financial background Initiatives for a cleaner environment through the awareness programmes, plantations and green belt development programmes. Donations have been given to the charitable institutions and social welfare organizations working for the cause of the upliftment of the poor and downtrodden. Infrastructure development at the vicinity of the various manufacturing locations