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JSW Dulux Sells Velvet Touch Eterna On The Whole Room

Ad Tribe! Bureau2 min read
A warm terracotta living room with a grand piano and musicians, from the JSW Dulux Velvet Touch Eterna campaign film

JSW Dulux has launched a twin-film campaign for Dulux Velvet Touch Eterna, built around the thought A Stroke Unmatched and set inside the wider world of premium interiors rather than on the wall itself.

  • Brand: JSW Dulux, for Dulux Velvet Touch Eterna
  • Campaign thought: A Stroke Unmatched
  • Format: two films
  • Product claim in the films: a rich sheen finish, lasting richness and vibrancy
  • Position: the flagship offering within the Dulux Velvet Touch portfolio

Why Velvet Touch Eterna Is Filmed This Way

Premium paint is an awkward thing to advertise. The product is a surface, the surface is the background, and the better it is the less a viewer consciously registers it. Demonstrating it tends to produce a swatch, which looks like every other swatch.

So the films take the opposite route and shoot the room. Architecture, furniture, colour and detail are given the attention, and the finish is simply the condition everything else sits in. That is a confident way to sell a background, and it only works if the interiors are good enough to hold a camera on their own.

Luxury Without Volume

The visual treatment works on the idea that luxury does not have to be loud, which for a paint brand is also a practical argument: a finish that announces itself is a finish people tire of.

Positioning Eterna as part of a design experience rather than a product choice puts it in the conversation homeowners are already having with an architect or a designer, which is where this purchase is usually decided.

What The Company Said

Rajiv Rajgopal, joint managing director and chief executive of JSW Dulux, said the aim has always been to create products and experiences that let consumers bring aspirational homes to life in a way that reflects individuality, sophistication and a distinct sense of style, and that the campaign captures that by bringing the company's expertise together with the look of the finished space.

The campaign marks a new expression for the flagship product in the Velvet Touch range. More brand films.

#Brand Film#JSW Dulux#Velvet Touch Eterna#Paint#Interiors
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