Nippon Paint drives up consideration in South Market with Bigg Boss Tamil

Painting a house is a big part of a home makeover. It’s one of the easiest ways to bring dream homes to life. Communicating this aspiration-to-reality journey is crucial for paint brands. With its robust strategy, Nippon Paint has been acing it for years. To further drive awareness and consideration with a focus on the South Market, Nippon Paint teamed up with Disney+ Hotstar.

Disney+ Hotstar selected Bigg Boss Tamil, one of the most popular entertainment shows in the South Market, as the perfect fit for Nippon Paint to achieve its goals effectively. The show’s relevance among the target consumers and the OTT platform’s precision and scale in ad innovations helped cement the strategy.

Execution and Strategy

Nippon Paint wanted to spread awareness for its ATOM 2-IN-1 multi-purpose emulsion, a durable paint variant ideal for interior and exterior surfaces.

The brand leveraged the geo-targeting capabilities of Disney+ Hotstar to run the video creatives for ATOM 2-IN 1 in multiple short edits of 6, 10 and 20 seconds.

These video creatives were shown as pre-rolls and mid-rolls during Bigg Boss Tamil’s ad breaks to audiences in 4 key cities in the Tamil Nadu market — Chennai, Coimbatore, Madurai and Thiruveneli.

The show’s popularity helped the brand envelope its campaign with positive sentiments. The scale of Disney+ Hotstar’s ad innovations aided in the impactful dissemination of the video creatives in the intended geographies.