Objective

Nerolac introduced its new low cost, yet highly effective plastic paint variant 'LITTLE MASTER' in the market which has a per litre price as good as a distemper.

Nerolac wished to carry out a dealer activation program, which communicated this amazing benefit in the most cost effective and impact driven manners. The target was to contact top 60 paint retailers in the cities of Jaipur & Ajmer and the total budget allocated for the activation was Rs. 5,00,000/-.

Innovative Solution

We conceptualized the campaign, "Nerolac Ke Heavyweights" with a category creating message - "Knock Out The Distemper".

an open Maruti Gypsy into a branded promotional vehicle and had a hunk physique boxer accompanying a female promoter along with the brand representatives reaching the dealer store and contracting the dealer. A friendly bout between the boxer and the dealer was played out as the initial ice breaker and then the dealer himself revealed the product by punching off a DISTEMPER branded lid off from the LITTLE MASTER tumbler. A specially fabricated leather belt with metal emblem was presented to the dealer as the heavyweight title giving him an instant recognition and cementing the brand vs. channel partner relationship.

Results

Little Master as the new category line product received encouraging response from the channel partners, registering incremental sales in 5-7.5% range for the next 3 quarters. The activation played a crucial role in providing the sought after impact at the product introduction phase.