Dulux: When colours got an attitude

Vibha Gupta

Campaign details

Brand owner: Dulux
Agency: McCann Worldgroup
Brand: Dulux
Country: India
Channels 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, Television
Media 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 emerging, experimentative new India, Dulux did not just improve brand scores across parameters but also claimed the number 2 place in the category.

Market background and business objectives