A couple of years back, Nick along with Asian Paints took over kids’ rooms in India and brought their fantasies to life by giving them a makeover. Now, the Walt Disney Television International (India) and Goodlass Nerolac Paints have come together to offer kids their latest range of products called ‘Nerolac Disney.’
Research conducted by Nerolac threw up facts of parents being more than eager to dress up their kids’ rooms, which was one of the biggest motivations for Nerolac to start working on a concept around kids’ rooms. Nerolac will be targeting the urban Indian household having kids in the age group of 0-8 years.
While working on the concept of ‘Kids Room Decor,’ Nerolac thought of tying up with Disney Consumer Products and using their characters to decorate the kids rooms.
Decorating children’s rooms is getting more attention today then ever before because of two major trends. Firstly, the average number of children in Indian homes today is two or less, which leaves with more resources to indulge in materialising the fantasies of their little ones. Secondly, across the board, there is more disposable income today.
Nerolac Disney is being positioned as a paint that helps parents ‘Bring Their Kids Dreams Alive’ through wall designs that tells a story of their own. The Nerolac Disney paints range will be initially launched in eight markets — Mumbai, Delhi, Kolkata, Chennai, Ahmedabad, Pune, Hyderabad and Bangalore.
The range will initially launch with three Disney characters – Mickey Mouse, Winnie The Pooh and the Disney Princess range. The product pack will contain wall designs, which consists of a ‘Paint for the wall’ and ‘Custom made Stencils’ to capture the designs on the wall. In spite of being a premium product, the product has been economically priced. The design and painting of one wall with Nerolac Disney design will cost Rs 2,500.
A service model has also been put in place for implementation. A call center is being set up with a toll free number in Mumbai (1600220024) to take calls from any consumer from the eight launch cities. At each city level ‘Relationship Officers’ have been recruited who will consult households individually going in for ‘Nerolac Disney’.
A panel of contractors and painters is being constituted in each city who will be specially trained by Nerolac for executing the job. One can also avail of this service by SMSing to 4646.
Goodlass Nerolac Paints Limited managing director H M Bharuka said, “Disney was considered due to its high awareness, especially of characters like Mickey, Donald and Pluto among children. Besides, none other than Disney brings childhood imagination and fantasies alive. In fact what makes this association so endearing is that we too have grown up with an entire generation of Disney characters.”
The Walt Disney Company (India) managing director Rajat Jain said, “Ensuring an enriching, engaging and relevant brand experience for kids in India has been an important agenda for us. The Nerolac Disney product provides an outlet for families to magnify their imagination and experience the real magic. On our part, we are excited about this partnership with Nerolac in providing this creative, high quality and reasonably priced solution for kids and their families across India.”
“Kids aspire to live in an imaginary world of their own. And Nerolac found lot of opportunity in helping kids getting an imaginary world by conceptualising this product. The key insight being used, which will create a need in the minds of the consumer is that each one of us aspires to provide the best to our kids. The initiative will be rolled out in the launch cities with TV and print, which will be the core communication tools. To reach out to a larger audience base we will also drive the entire venture in creating an experience for our consumers in each city for which we are targeting multiplexes, malls and other such attractive venues for children,” said Goodlass Nerolac Paints Limited vice president sales and marketing Anuj Jain.
