MAM
Dulux Ambiance launches new brand announcer campaign
MUMBAI: AkzoNobel, a leading global Paints and Coatings company and maker of Dulux Paints in India, unveiled a new brand campaign of Dulux Ambiance Velvet Touch – an exclusive range of super premium interior and special effects paints inspired by artisans.
The commercial which has been created globally by MullenLowe for countries that are launching Ambiance features a woman trying to select her next wall paint from a group of colourful characters, as they compete in a dance-off for her attention. Eventually deciding to paint her walls a shade of special effect, the character throws itself against the wall, lighting up the entire room.
Rajiv Rajgopal, Managing Director, AkzoNobel India said, “Keeping in mind the upcoming festive season where consumers will be sprucing up their homes, we are elated to introduce the global brand for Super Premium Interior- Dulux Ambiance. India is the first country in South Asia where we have introduced the special effects collection. It’s a unique offering for our Indian consumers. It has been our endeavor to continuously develop innovative products, use our global expertise and local understanding to delight consumers.”
Speaking about the campaign, Kim Potters, Global Marketing Communications Director at Akzonobel said, “The Ambiance range of paints empowers our consumers to express their personalities through their living environment. The campaign that we have made with MullenLowe, which is our global communication agency, celebrates the joy of experimenting with colour and special effects in your home. The playful characters bring to life the range of feelings and sensations that different colours and effects have the unexpected power to evoke.”
Alex Okada, Global Creative Director at MullenLowe said: “We wanted to capture not only the joy of the colours, but also the special effect textures of the new Ambiance range. Dance is the perfect way to express these features. The whole campaign is very sensorial. You see the colours, you can almost touch the textures, and you feel the vibe of the different dance styles. The doubts we all face when choosing the perfect colour for our home was the starting point for this campaign. The coloured paint characters show off and compete for the consumer’s attention using all their individual qualities. The work highlights how the colours and textures you choose to paint your home with say a lot about yourself, since the desired paint and effect is an expression of your own mental process.”
Dulux has introduced six special effects paints, namely- Dulux Ambiance Marble, Metallic, Linen, Silk, ColourMotion and Desert. These special effects paints create an entirely new designs and patterns which are inspired by artisans to provide craftmanship and personalization to the consumers.
MAM
Promotedge marks 11 years with expansion into D2C and performance marketing
Kolkata-based agency strengthens global footprint and launches new platforms.
MUMBAI: Promotedge has spent 11 years quietly building momentum and now it’s ready to take a much bigger leap. The Kolkata-based integrated marketing and branding agency, founded in 2015, has completed 11 years of steady growth, evolving from a local creative firm into a full-service marketing partner with a growing international presence. With operational hubs in the US and Canada through its platform PromotEdgeDigital, the agency now serves clients across India, the US, Canada, Australia, and the Middle East.
Over the past 11 years, Promotedge has partnered with more than 200 businesses across diverse industries. Guided by its “Digitally Desi” philosophy which blends cultural insight with data-driven execution, the agency offers end-to-end services including web solutions, digital marketing, creative design, brand planning, and audio-visual production.
In its eleventh year, the agency made significant strides by developing branded IPs and content series for the automotive and industrial sectors, creating audio-visual content for international sporting bodies like the Fédération Internationale de Volleyball, and strengthening its performance marketing capabilities, particularly on quick-commerce platforms such as Zepto, Blinkit, Flipkart, and Swiggy Instamart.
To further boost its D2C focus, Promotedge has integrated the operations of Fizzle Digital into its performance marketing division, now led by founders Avi Saraf and Jhalak Agarwal. The agency continues to serve B2B clients in sectors like steel, energy, engineering, and infrastructure.
Beyond traditional services, Promotedge has introduced new platforms. DesiMachines is an online marketplace for heavy engineering and construction equipment, supported by two financial institutions and six top OEMs. The agency also launched Pexora, a joint venture with Prodigy focused on workspace design, branding, experiential marketing, and Digital Out-of-Home (DOOH) solutions in Eastern and North Eastern India.
Additionally, Promotedge nurtures The Trip Space, a boutique travel brand that curates personalised, luxury journeys for high-net-worth travellers.
Promotedge CEO Saurav Agarwal said, “PromotEdge has always been built with a long-term vision. Our goal is to develop capabilities that provide long-term value to our clients.”
As it approaches its 12th year, the agency plans to expand its global clientele, deepen D2C and performance marketing capabilities, invest in AI-enabled solutions, and strengthen its platform-led initiatives.
From a modest start in Kolkata to building platforms and partnerships across borders, PromotEdge is proving that smart, culturally rooted marketing can travel far and deliver real impact. The agency is clearly gearing up for an even bigger chapter ahead.
