Brands
Akzo Nobel India marks five years of ‘Dulux Assurance’ with witty new campaign
MUMBAI: Akzo Nobel India, the maker of Dulux paints, is celebrating five years of its ‘Dulux Assurance’ programme with a new campaign that asks a cheeky question: What’s better? The unmatchable quality of Dulux paints or the unbeatable Dulux Assurance warranty.
Conceptualised by Lowe Lintas and directed by acclaimed filmmaker Prasoon Pandey, the “Lage Shaandaar, Chale Shaandaar” TVC plays out this dilemma in a lighthearted banter between characters, only to conclude that Dulux homeowners get the best of both worlds.
“For over 70 years in India, Dulux has been synonymous with world-class quality. The assurance programme reflects both our confidence in that quality and the trust consumers place in us,” said Akzo Nobel India Limited, chairman and managing director, Rajiv Rajgopal.
Adding to this, Akzo Nobel India, executive director, Rohit Totla noted that Dulux Assurance was introduced in 2021 as the industry’s first promise for colour, finish, and coverage, and was later expanded into a comprehensive warranty programme in 2023. “In just five years, Dulux Assurance has infused new confidence and is helping families across India, from Vellikulangara in Kerala to Nalbari in Assam, flourish with the magic of Dulux,” he said.
The Dulux Assurance journey has grown from its original “A coat of trust in every stroke” positioning to today’s celebratory “Lage shaandaar, chale shaandaar.” Pandey’s direction brings the story to life with trademark humour and visual charm.
Lowe Lintas, president – creative, Vasudha Misra added, “Some projects drain you, but this one re-energised us. Finding a fresh take on the warranty conversation and bringing it alive with Prasoon’s vision was an inspiring process.”
The integrated campaign launches with the TVC and will expand across connected TV, social media, digital platforms, and festive activations, reinforcing Dulux’s message of quality, durability, and peace of mind.
Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
