The announcement was made at an event in Mumbai on Tuesday.
Dulux Velvet Touch - Fashion trends for walls is an offering of high-end emulsions (decorative paints), inspired by fashion.
At the launch of the Dulux Velvet Touch integrated marketing campaign, Rajiv Rajgopal, Director - Sales and Marketing, Decorative Paints, Akzo Nobel India, said, "Over the past three decades, Dulux Velvet Touch has emerged as India's leading premium emulsion brand and has created a distinct positioning for itself in home decor.
"'Fashion trends for walls' is more than just a brand positioning - it embodies a mindset that is true to today's dynamic consumers who look at homes as stylised expressions of elegance and living, enabling them to express their indivualisitic, creative instincts. The newly unveiled collection by Dulux Velvet Touch is designed to make homes look trendy."
Dulux Velvet Touch has further strengthened it positioning by unveiling the symbolic global colour mnemonic, 'Lady in Red', which will be integral to all marketing initiatives of the 'Fashion Trends for walls' campaign.
The new Dulux Velvet Touch TVC, featuring filmmaker-actor Farhan Akhtar, celebrates the coming together of high-end fashion and home decor.
Creative conception and execution of the new TVC campaign was led by Agnello Dias, co-founder and CEO, Taproot India and his team at Dentsu-Taproot.
According to Farhan Akhtar, actor, director, singer and Brand Ambassador, Dulux Velvet Touch, said, "To me fashion is a lot more than clothes and cars. It can even be about the home one lives in and that's exactly what Dulux has been doing for the past many years with its Velvet Touch range - giving homes and those who live in them, a medium to express themselves creatively and be fashionably stylish. "
"That is one of the key reasons why I identify with Dulux Velvet Touch and I am delighted to be associated with the leading premium emulsion brand. The new collection with its versatile hues and textures has energized me to stylize my home," Akhtar said.
The signature wall decor collection 'Celebrations', designed by ace designer, Manish Malhotra was unveiled on Tuesday.
Dulux Velvet Touch 'Celebrations' is a designer ensemble for walls, a celebration of lively festive colours, embroidery work and Indian textiles inspired from Manish's successful works in fashion and the Indian cinema.
Talking about his signature wall decor collection for Dulux Velvet Touch, ace fashion designer and creative partner for Dulux Velvet Touch, Manish Malhotra said, "Celebrations' is a theme that every individual relates to. Be it an auspicious moment or simply celebrating the essence of life and living."
"Dulux has been giving families, across India, a chance to paint the canvas of their homes with various colour combinations, finishes and patterns of their choice. My latest collection has been successfully inspired from my work in the Indian cinema. Cinema is all about colour, fashion and style and my latest wall decor collection 'Celebrations' echoes that verve just perfectly," Malhotra said.
--IBNS (Posted on 18-09-2013)