With our interior products, we focus more on emotions: Rajiv Rajgopal, MD, AkzoNobel India
Rajgopal gives an insight into the growth, challenges and social approach of the brand Dulux that has revealed the Colour of the Year - ‘Spiced Honey’

AkzoNobel along with Dulux Paints revealed its Colour of the Year 2019, ‘Spiced Honey’, on Thursday. The unveiling was done by Brand Ambassador, Dulux India, actor Farhan Akhtar.
Rajiv Rajgopal, Managing Director, AkzoNobel India and Oscar Wezenbeek, Managing Director, Decorative Paints, South East & South Asia, AkzoNobel, gave the media attendees an insight into the Colour of the Year 2019. “Our team works around the year to translate our ideas into beautiful colour palettes and products that meet our consumers’ expectations. With AkzoNobel’s innovative digital tool, consumers would be able to experience the impact of colours digitally allowing them to make their decisions optimistically,” said Oscar Wezenbeek, MD, Decorative Paints, South East & South Asia.
Dulux started releasing the ‘Colour of the Year’ from 2004 and has been unveiling a new theme every year since. In 2004, the colour (mood) was ‘Windy Hill’ and last year it was ‘Heat Wood’.
“Every year, AkzoNobel’s Global Aesthetic Center invites top design professionals from all over the world to come together to capture the mood of the moment. Our research shows that people around the world are experiencing a renewed sense of energy, optimism and purpose. Spiced Honey reflects these desires and trends – it’s a colour that can be calming or nourishing, stimulating and energizing, depending on the light and colours surrounding it,” said Rajiv Rajgopal, MD, AkzoNobel India.
Exchange4media caught up with Rajgopal for a brief chat.
Edited excerpts:
The growth of Dulux India
“Our brand has more than 1,800 employees and five production sites in India. We are really focused on delivering profitable growth. We want to have a sustainable business approach that will be instrumental in the growth of Dulux along with innovation and production. We are going to look at the segments we operate in and the previous segments that we had. We are going to focus on the consumers and put them in the heart of everything we do.”
ROI on Dulux, thanks to ‘Colour of the Year’
“If you look at the colours of the past we've had good returns on Colour of the Year. I think what it does is that it gives us a space to connect with the customers. We do that with our premium brands Dulux Velvet Touch and Dulux Weathershield. What we try and do is bring these colours into the point of sales and we truly believe that there has been a lot of acceptance for different colours with our customers in the past years.”
Challenges
“One of our challenges is that while doing our global study sometimes things are so varied due to global trends. The mood needs to be relevant. So we need to run through the research and make sure that the colour is truly reflective and it is blended in the key countries we operate in. I think that’s a huge challenge. I give credit to the research team and I feel proud that we have a global aesthetic centre which helps us select the colour of the year.”
Digital approach
“Dulux is active on social media. Even personally we are quite active on Instagram, Facebook and LinkedIn. I think we, as employees of the company and as a brand, see the potential of social media to reach out to our consumers. We hope to connect with the future generation who are often on social media.
Social approach v/s Functional approach of the brand
If you look at Dulux, our exterior brands are very functional. We showcase that they are high on protection and water resilient. On the interior brands, there is a lot of feeling attached to the brand. When you look at Dulux Velvet Touch, there is a strong emotive feel to it, which is why the brand is endured as one of the strong brands in India currently. With our interior products, we focus more on emotions than the functional approach of the brand.
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E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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Swapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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