"Exploring New Heights: Kansai Nerolac Paint Tests at 86,000 Feet"

Kansai Nerolac Paints Pushes the Limits with Extreme Product Demonstration

Kansai Nerolac Paints has raised the bar for product demonstrations in the Indian advertising industry by conducting a groundbreaking test of its Excel Everlast exterior paint range at an altitude of 86,000 feet in the stratosphere. This bold initiative was a first-of-its-kind in the Indian paint sector, showcasing the paint's durability under extreme conditions.

The company launched a high-altitude balloon carrying a payload coated with the Excel Everlast paint, subjecting it to temperatures below -64°C, unfiltered UV radiation, and significantly reduced atmospheric pressure. These harsh conditions are known to deteriorate most materials, but the Excel Everlast paint proved its resilience by returning unscathed, demonstrating its ability to withstand severe environmental stress.

Partnering with ULKA, Kansai Nerolac moved beyond traditional lab testing to conduct a real-world validation on a large scale. The entire journey of the payload to the stratosphere and back was documented in a campaign film, highlighting the paint's performance under genuine, extreme conditions rather than artificial simulations.

#OutofThisWorld Campaign: Redefining Product Demonstrations

• The #OutofThisWorld campaign by Kansai Nerolac marks a significant departure from conventional product demonstrations in the industry.
• It emphasizes scientific validation and showcases the Excel Everlast range as a high-performance exterior paint engineered for exceptional durability.
• Ramkrishna Naik, Chief Marketing Officer at Kansai Nerolac, expressed pride in the Excel Everlast range, known for its resilience and innovative features.

Ramkrishna Naik stated that the Excel Everlast range has evolved to offer advanced features, such as Bullet Proof Protection powered by nano-silica technology, delivering 30% higher toughness and crack-bridging capabilities that surpass competitors. Additionally, the paint comes with India’s first 20-year warranty, attesting to its unmatched quality.

Regarding the inspiration behind the experiment, Rakesh Menon, Chief Creative Experience Officer at ULKA, shared that the idea stemmed from a belief that if the exterior paint could endure the harsh conditions of space, it could withstand any challenges on Earth. The team was committed to conducting a genuine test without simulations or shortcuts, truly putting the product to the ultimate trial.

The collaboration between Kansai Nerolac and ULKA resulted in a marketing campaign that not only showcases the exceptional properties of the Excel Everlast range but also sets a new standard for product demonstrations in the industry. By pushing the boundaries of traditional advertising, the companies have captured the attention of consumers and industry professionals alike, highlighting the innovative and durable nature of the Excel Everlast exterior paint.