Consumers in India are rapidly switching to the digital way of life and using internet services for sending e-mails, watching visual content, using maps, among others. Acknowledging the trend, Dulux, among the world’s largest paint companies and in existence of over 100 years in the industry launched ‘Dulux Visualiser Application’ for such digital-savvy consumers in India.
The launch was in a follow up to the #TenSecStory campaign on social media platforms such as Twitter and Facebook that showcased how 10 seconds can change the neutral surrounding and add ‘colour’ to your life.
The app allows the user to select against a wide range of colour of paints, even if they are not available on the Dulux colour palette. The user can pick any colour and frame the surface using a smartphone or a tablet and preview it as the painted version without actually physically painting the surface. The app gives instant impression of how any room will look, in the colours of one’s choice.
“The demand for decorative paints in India has increased with the global trend of urbanisation, the country’s impetus on strengthening infrastructure and development of emerging cities. India is a high growth market for AkzoNobel and we have made significant investments in strengthening our capabilities in the country,” said Jeremy Rowe, Managing Director, Decorative Paints, South East & South Asia, AkzoNobel, the parent company of Dulux.
“Our global presence, permeated by insights into consumer trends gives us the opportunity to apply innovations and best practices from around the world to design products best suited to each global geography, including India,” Mr Rowe added.
The app works on the augmented-reality technology. Digital technology has led to modernisation in the way consumers select colour for painting their walls. It has eliminated the effort and the cost involved in physically painting the surface before the consumer narrows down on the final colour scheme.
“Dulux has continued to drive growth with its value proposition and consumer-connect in all markets. The mounting consumer appreciation has been reflective of the trust in our innovative products and services. The Dulux Visualiser is our latest offering to the Indian consumer in order to facilitate the ease of choosing colours that go with his family’s personality.,” said Rajiv Rajgopal, Director, Decorative Paints, AkzoNobel India.
Brand engagement has become a critical ingredient for marketers and they are aggressively adjusting their marketing strategy to this trend in the Indian market. With the ‘Tensecstory’ Dulux was directly communicating with the consumer. And further with this app, Dulux has attempted to engage with the consumers more closely as it will give them direct access to the colour palette from which they can choose their favourite colour to paint their homes. The developer have ensured that the app is easy to use and focussed on the user friendly interface of the visualiser.
Further, Mr Rajgopal is undaunted by the notion that he might have missed out on a large chunk of consumers in India who usually plan of renovate and paint their homes before the Diwali festival. “The festival season has just begun which is expected to be in full swing until December and consumers in India do not wait for an occasion to paint homes. We are positive that the product will gather positive response from customers,” he said. The app has already seen over 100,000 downloads and a positive rating in app stores, before the formal launch.