Colour riot; your own jingle all the way

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The iconic brand jingle of Nerolac – ‘Jab ghar ki raunak badhani ho, deewaron ko jab sajana ho, Nerolac, Nerolac – has carved a strong brand identity of the paints major in the consumer’s mind. For almost two and a half decades the signature tune has undergone change in accordance with changing times. Thus, in a bid to stay relevant to the new generation of young consumers, the brand is now tapping into the social media space with an interactive initiative that gives consumers a chance to get involved in the brand building process.

For Nerolac, social media has become an important part of the brand’s marketing mix, as the company made its first presence on the platform through its Facebook page called Nerolac Earth. It is a platform for architects and interiors designers to share sustainable living ideas/concepts.

Thus, the brand is further leveraging consumer engagement on platforms like Facebook and Twitter through an online contest. The latest social media campaign – Kuch Change Karein, Chalo Tune Badlein, asks consumers to personalise the jingle and create their own versions of the tune. The campaign, which is running live, is not restricted to Indian audience but available for consumers across the globe. Some of the best tunes will win under different categories like The Best Jingle, The Most Voted Jingle, The Best New Lyrics, The Best New Arrangement and could possibly be chosen for the future campaigns of the brand. While the winner will take Rs One lakh home, the most voted entry would receive a prize of Rs 25,000 and up to four runners up will receive Rs 25,000 each.

According to Sukhpreet Singh, Vice-President – Marketing (Decorative), Kansai Nerolac Paints, “This latest campaign will connect us with young Indian consumers who believe that life is colourful and vibrant. The contest intends to engage with the new self-reliant young consumer who today are financially independent and have high disposable income.”
People can participate on the brand’s website or facebook page. The second phase of voting would be open to people from 18th Aug 2012 onwards. People can vote for the entry they like using either their Facebook or Twitter handle. The winner would be announced on 1st September, 2012.

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Neeta Nair

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