MAM
Dentsu paints new campaign for Dulux
MUMBAI: AkzoNobel, a paints and coatings company and the maker of Dulux paints in India, is all set to change consumer perception about the beauty of their home inside out.
Dulux paints, the flagship brand of the company, has recently launched a new integrated campaign for its exterior product, Dulux Weathershield Max. The campaign is handled by Dentsu Marcom – Taproot India and kick started with the unveiling of a new television commercial that plays on the concept of Door se sundar, kareeb se solid. The new TVC drives home the benefits of using a paint product that not only ensures an aesthetic looking house, but also ensures durability and protection of exterior walls against harsh weather conditions.
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Commenting on the campaign, Dentsu India Group chairman Rohit Ohri said, “As communication partners, the challenge before us was to disrupt current consumer behaviour in the exterior paints category with an insightful and hard-hitting campaign. Our brand idea of ‘how close are you to your home?‘ challenges consumers to re-evaluate their current choices and ‘take a closer look’ when it comes to painting the exterior of their homes.”
The TVCs will be aired in four different languages – Hindi, Malayalam, Tamil, and Bengali – and follow a classic twist in the tale by drawing parallels between two separate situations that compel consumers to take a closer look at their homes.
Akzo Nobel India director (sales & marketing, decorative paints) Rajiv Rajgopal said, “Dulux is a name synonymous with colours as well as innovative products that ensure longevity and durability of the walls of your home. Dulux Weathershield Max is our flagship product in the performance and protection space and the latest campaign Door se sundar, kareeb se solidhits hard on the need for a product that not just renews the exterior walls, but also offers performance superiority of protection against harsh weather conditions. Weathershield Max is a technologically superior product enhanced with the innovative crack-proof technology that provides long-lasting protection and complements the appearance of homes.”
He added, “The campaign weaves in the core philosophies and innovation that is unique to our brand. Through the campaign, we have tried to resolve the most common conflict of ‘what appears good from far versus what is good when seen up close’ when it comes to the beauty and protection of walls of your home. The concept of the TVC perfectly embodies the need for a technologically superior product that gives consumers the confidence to get up, close and personal to their house.”
MAM
Adbhoot weaves AI magic into CottonKing Aura linen campaign
Subtle AI craft brings premium linen’s texture, fall and finesse to life in cinematic film that feels tangibly real.
MUMBAI: Adbhoot has threaded the needle perfectly using AI so invisibly that the real star of Cottonking’s new premium linen range, Aura, gets to shine. The campaign, built around the insight that premium clothing isn’t merely worn but experienced, puts the fabric itself centre stage. Instead of flashy drama or exaggerated styling, every frame focuses on what truly defines Aura: its visible weave, natural drape, soft finish and effortless movement. The result feels so tactile you almost want to reach out and touch the screen.
What sets the work apart is its quiet confidence in technology. There is no “look at our AI” fanfare. Adbhoot treated the tool as a precision filmmaking instrument ensuring consistent model features, accurate proportions, natural lighting behaviour and real-world physics so the film feels polished, controlled and unmistakably premium rather than artificial.
Adbhoot, founder & creative director Vaibhav Pandit explained, “AI is powerful only when it doesn’t announce itself. For Aura, our intent was clear. The fabric needed to feel tangible, the lighting needed to behave naturally, and the model had to remain authentic throughout. We shaped AI around the brief, not the other way around.”
Cottonking director Koushik Marathe added, “With Aura, our vision was clear: to create a premium linen range that feels elevated not just in look, but in experience. Linen is a fabric of character, it breathes, it moves, and it carries a distinct elegance that can’t be replicated. This campaign captures that essence beautifully.”
The campaign marks another step in Adbhoot’s thoughtful approach to modern storytelling, innovation supports the narrative rather than stealing the spotlight. In an era when AI is often used to grab attention, this one stands out by staying quietly honest letting the linen do the talking and the craft do the work.
From weave to wind-blown drape, Aura doesn’t just look premium, it feels it. And thanks to Adbhoot’s restrained touch, viewers are left with the impression of real fabric, real movement, and real emotion rather than pixels and prompts. In the world of fashion advertising, that’s the kind of seamless finish that really leaves a mark.
