It lends another meaning to the phrase ‘colourful character'. Dulux, in its latest campaign called Apne Rang Chhalakne Do , which is built on the premise that each person is best represented by a certain colour, has used lead characters from various TV shows to star in its advertisements. Calling them ‘media vignettes', it claims this is a media innovation as the artistes are used in character, and in the setting audiences regularly see them in, making for greater emotional connect.

Dulux has shot the lead pairs from Yeh Rishta Kya Kehlata Hai and Iss Pyar Ko Kya Naam Doon , both from Star Plus and Saas Bina Sasural on Sony TV. Each clip showcases the relationship between the two protagonists and explains it in terms of a Dulux shade. The ads are featured on the respective channel bouquets and not on other channels in an attempt to target specific audiences.

Pushkar Jain, Marketing Manager, Dulux, AkzoNobel India, says the vignettes “create the right level of consumer empathy which will click with the consumers at an emotional level”.

Mausumi Kar, General Manager-North and East, Maxus, Dulux's media agency, explains that the challenge with running plain commercials is that the consumer is not familiar with the characters and so would not be personally invested in them. “It not only strengthened the brand's relation with consumers but also simplified the message for them. It is about establishing the connect with the audience which is not always possible to achieve from a regular commercial,” she says.

According to Jain, brand consideration has gone up 29 per cent since the launch of the new campaign, as seen in Dulux's monthly consumer brand health track research.

The Apne Rang campaign launched initially with actors Boman Irani and Shahid Kapur and went on to feature the TV stars. Jain says an allied social media activity has resulted in consumers asking for ads to feature other characters from TV shows.

But while Dulux claims this is a media innovation, Tata Sky in 2010 and Hyundai Eon last year did similar activities.

Hyundai Eon made ads with characters from Saas Bina Saural, Bade Achhe Lagte Hain, Sajan Re Jhoot Mat Bolo and Kuchh Toh Log Kahenge which air on Sony TV and SAB TV (though they are not shown in setting). “We felt an innovative media initiative was imperative to create a buzz among the target audience,” says Arvind Saxena, Director (Marketing and Sales), Hyundai Motor India Ltd. He adds that the character's mass appeal would appeal to the audience, and the brand would be seen in a new perspective.

B. Sridhar, Group Director (Media Services), Innocean Worldwide, the ad agency for Hyundai, says Eon chose these shows as the characters had broad appeal, like the car itself. Priced between Rs 3.4 lakh and Rs 5 lakh, Eon can serve as a family's first car or as a second car for those with a bigger car, he explains.

Other advertising innovations in recent years have seen brands doing roadblocks in TV channels. Dulux's Jain says it did a “radio station takeover” for one of its products.

Innocean's Sridhar says this strategy of using TV characters is not an innovation any longer. However, brands will continue using it as it gives them a captive audience and ensures visibility. His colleague Vivek Srivastava, Joint Managing Director, calls it a “tactical fillip” and adds that in the cost-benefit analysis, they are effective.

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