‘Colours and You' is an assortment of colour combinations that leverage Dulux's knowledge and expertise in colour trends and its application in home décor. It follows a VIBGYOR navigation pattern that allows the consumer to easily navigate a spectrum of spontaneous and innovative colour combinations, both for interior and exterior walls of a home. Furthermore, consumers can also take a colour quiz that helps them explore what colour best defines their personality. From "Rascal Red" to "Good Boy Green" and "Easy Going Blue" to "Happy Go Lucky Yellow", the book connotes the association between colours and expressions, emotions, attitudes and achievements of different personality types. In essence, it clearly establishes how colours and homes are an expression of an individual's identity, temperament and psyche.
The press launch of this book took place at Taj President in Mumbai on Aug. 1. This launch event was executed by Vibgyor Brand Services, who received the mandate on the basis of a multi-agency pitch. They were responsible for managing all aspects of the event. Around 150 members of the media fraternity attended the event. Ankur Kalra, CEO, Vibgyor Brand Services said: "Vibgyor has been associated with Akzonobel for some of their marketing promotional activities in the recent past; we were invited to do this prestigious book launch by them following a multi agency pitch."
Present at the launch, Mrinal Mathur, Brand Head and Marketing Manager - Interiors and Colour, Dulux, AkzoNobel India said, "Dulux embodies a mission of adding colour to peoples' lives and we recognize the tremendous contribution that colour makes in inspiring an individual and transforming his space. With the launch of the colour book, Dulux affirms its colour leadership in the market place. The colour combinations in the book allow the consumers to choose their ‘own' colours to decorate and stylize their homes or workplace. The insights featured in the book are based on years of research that Dulux has been undertaking to understand global colour trends."
According to the brief, Vibgyor had to ensure that the launch touched upon colours and highlighted the personality attached to each colour, as per the brand communication, in an innovative manner. According to the agency, they won the mandate on account of ensuring that the representation of colours was done keeping in mind the larger brand imagery, and keeping the Brand Managers involved via the medium of a witty chat show, which then gave way to conversation between the press and the brand endorsers . The ideas of interaction ensured media involvement in a creative way.
The décor had to justify the positioning and motto that the brand stands for. Hence, every element, beginning from the reception area, blended with the theme of the event by relating colours to their respective personality type. A setup, which aimed to be a replica of the actual book, was also a part of the setup and was used at the time of the unveiling.
When the attendees were being registered at the venue, they were engaged at a ‘Colour Desk', where they received colour cards according to their personality and were given colour therapy from an expert. The event then began with a welcome note by the emcee, who then called upon the Brand Head and Marketing Manager of Dulux to speak to the media about Dulux and its global colour expertise - how we are the authority on colour; and Our mission of ‘Adding colours to people's lives'.
The emcee then created a hype around the brand ambassadors, Bollywood stars Shahid Kapoor and Boman Irani, and briefly took the audience through the making of the colour book. This served to set the stage for the book launch. The book was then unveiled by Kapoor and Irani, who interacted with each as they opened a larger-than-life sized Colours and You book and "flipped through its pages". The book and their interaction, which was themed around ‘Apne Rang Chalakne Do', focused on topics such as how colours have affected their lives, and their personal experiences and connect with colour. The stars also gave the media photo-ops with the book. This was followed by a Q&A sessions with the Marketing Managers and the stars, followed by high tea.
Kalra concluded saying: "Boman and Shahid, who are both their brand ambassadors, are extremely impromptu and talented. A large dummy of the book was unveiled by both stars on stage, as part of a little interactive skit that was scripted for the occasion."