MAM
McCann Erickson creates new TVC for Nerolac Excel Total
MUMBAI: Kansai Nerolac has launched a new television commercial for its premium exterior paints, ‘Nerolac Excel Total‘.
Playing on the theme, ‘Na papdi utre, na surat badle‘, the TVC has been conceptualized by McCann Erickson.
Directed by Pradeep Sarkar, the ad revolves Papdi Priya, who acts as a metaphor and puts on layers of make-up to look stunning from far. However, the moment she‘s exposed to hard sunlight, her make-up peels off making her unrecognizable to her own husband.
Similarly, a paint brand that is “not so good” can make a house look stunning from the outside, but the moment it is subject to even the rain or the sun, it peels off and looses it‘s beauty, rendering it unrecognizable to the very people who lived within.
Says McCann Erickson Asia Pacific executive chairman and regional executive creative director Prasoon Joshi, “The basic premise is that of a house whose paint peels off like ‘papdi‘. What we‘ve basically done is humanized the problem. What would you do if your skin began peeling off like paint? Hence, the concept of Papdi Priya.”
Brands
RR Kabel expands FMEG portfolio with kitchen appliances and air coolers
Company forays into mixers, cooktops and hand blenders under RR Signature brand.
MUMBAI: RR Kabel has just cooked up something new and it’s not just another wire. The leading wires and cables manufacturer has announced a significant expansion of its Fast-Moving Electrical Goods (FMEG) portfolio by entering the kitchen appliances segment and strengthening its air coolers range under the premium RR Signature brand. The company has introduced Mixer Grinders, Electric Cooktops (both Induction and Infra-Red variants), and Hand Blenders. These products mark RR Kabel’s strategic foray into everyday kitchen essentials, allowing it to reach deeper into Indian households beyond traditional electrical categories.
The Induction and Infra-Red Cooktops are seeing particularly strong demand amid global developments affecting LPG pricing and supply. Consumers are increasingly shifting to electric cooking for its energy efficiency, precise control, and safety features. RR Signature is reinforcing its ‘Aapke Kaam Ki Baat’ promise with best-in-class warranties across the range.
The company also plans to introduce additional kitchen appliance categories in FY26-27. In parallel, it has expanded its Air Cooler portfolio with new Industrial (Semi-Commercial) models featuring higher tank capacities and superior air throw, catering to both commercial users and households seeking powerful cooling during intensifying summers.
RR Kabel executive director Mahhesh Kabra said, “Our expansion into kitchen appliances allows us to connect with consumers at more touchpoints in their daily lives, while our expanded air cooler range addresses the rising need for effective cooling solutions. These launches reflect our continued focus on quality, innovation, and market relevance.”
By stepping into kitchen appliances and enhancing its cooling solutions, RR Kabel is wiring itself more deeply into Indian homes proving that even a cables company knows how to heat things up in the kitchen and keep things cool elsewhere. The move positions the brand for broader growth as it evolves from wires to a more complete home solutions player.
