Dulux: When colours got an attitude

This case study describes how Dulux, the domestic paint brand, strengthened its position to become the second largest paint brand in India.

Dulux: When colours got an attitude

Vibha Gupta

Campaign details

Brand owner: DuluxAgency: McCann WorldgroupBrand: DuluxCountry: IndiaChannels used: Branded content, Internet – display, Internet – general, Other and ambient media, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store media, Social media, TelevisionMedia budget: 1 – 3 million

Executive summary

Brand Dulux suffered from weak mother-brand equity in the low consumer-involvement paints category. In order to strengthen its position and distinguish its colours from the other players, Dulux went ahead and gave attitude to colours. By becoming a champion for the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands