Nerolac Turns Up the Cool With AI-Powered Perma NoHeat Campaign

Kansai Nerolac Paints has rolled out a striking new digital campaign for Nerolac Perma NoHeat, its advanced heat-reduction paint solution crafted for India’s increasingly intense summers. Conceptualised by Rediffusion and brought to life using Generative AI by Aesthetic Intelligence Lab, the two-film campaign sets a new creative benchmark for AI-led advertising in the Indian market.

At the core of the campaign are high-quality, fully AI-generated films that deliver cinematic visuals, seamless realism, and premium production values elements that would have been difficult, if not impossible, to achieve through conventional filmmaking. By harnessing cutting-edge AI tools, the campaign merges imagination with precision, demonstrating how scalable, future-ready content can elevate brand storytelling.

The films spotlight Perma NoHeat’s ability to reduce surface temperatures by up to 15°C, positioning it as a smart and sustainable alternative to traditional cooling methods. Adding a playful twist, Arctic animals like penguins and polar bears are shown gravitating towards Indian homes coated with Perma NoHeat, humorously and memorably reinforcing the product’s cooling prowess.

“AI allowed us to push creative boundaries while maintaining world-class film quality,” said Pramod Sharma, National Creative Director, Rediffusion. “What once felt impossible to even pitch live penguins, polar bears, and extreme locations—has now become achievable through technology and evolved creative skills.”Echoing this sentiment, Carol Goyal, Managing Director, Aesthetic Intelligence Lab, noted that the campaign highlights how advanced AI software can deliver exceptional craft, consistency, and scale. “These films are trendsetters and truly future-facing, made possible through strong collaboration and trust from the Nerolac team,” she added.

Beyond cooling, Perma NoHeat offers multiple functional benefits, including superior whiteness, crack-bridging properties, excellent adhesion, and a three-year waterproofing warranty, making it a credible and durable solution for Indian homes.“This campaign reinforces our belief that cooler homes can transform everyday living,” said Ramkrishna Naik, Chief Marketing Officer, Kansai Nerolac Paints Ltd. “Perma NoHeat isn’t just paint it’s a sustainable, Japanese-technology-led solution designed to genuinely beat the heat.”

Adding to the innovation narrative, Maninder Singh, Head of Content & Innovation, Aesthetic Intelligence Lab, shared that the films represent where GenAI is headed next, with teams leveraging over 40 software tools to build a flexible, scalable, and cost-efficient Creative OS.The 30-second Hinglish digital films will soon go live across Instagram, Facebook, and YouTube, with region-specific adaptations aimed at boosting awareness and consideration among Indian homeowners.