In collaboration with ULKA, the brand tested its Excel Everlast exterior paint range at 86,000 feet above the Earth
In a remarkable display of innovation and commitment to excellence, Kansai Nerolac, one of India’s leading paint brands, has launched a pioneering campaign that sets a new benchmark in the paint industry. In a first-of-its-kind scientific validation, the company sent a stratospheric balloon to an altitude of 86,000 ft., carrying a payload coated with its flagship product, Excel Everlast paint. This initiative highlights the durability and resilience of Kansai Nerolac’s exterior range.
At such extreme heights, conditions become incredibly hostile, temperatures plummet to well below -64°C, UV radiation is unfiltered, and atmospheric pressure drops significantly. However, Excel Everlast not only endured these extreme challenges but also returned unblemished, a testament to its superior formulation.
The campaign, conceptualised by the creative agency ULKA, transcends traditional lab simulations, offering an authentic and compelling demonstration of the product’s capabilities. The accompanying campaign film vividly captures this extraordinary journey, highlighting a proof of performance that speaks for itself.
“The #OutofThisWorld campaign epitomizes our dedication to quality,” said Ramkrishna Naik, Chief Marketing Officer of Kansai Nerolac. “Excel Everlast is not just a paint; it represents a commitment to resilience. With the launch of Everlast 14, India’s first self-cleaning paint using cutting-edge Japanese technology, and the subsequent development of Excel Everlast 20 featuring Bullet Proof Protection, we have raised the standard for durability in our industry. Sending our product to the stratosphere was the perfect way to introduce its unparalleled strength to the market.”
Rakesh Menon, Chief Creative Experience Officer at ULKA, added, “Our core belief is simple: if a paint can survive in space, it can withstand anything on Earth. Our commitment to authenticity meant that we undertook this monumental task without shortcuts, putting the product through an ultimate test.”
The #OutofThisWorld initiative not only emphasises Kansai Nerolac’s legacy of durability and innovation but also positions the Excel Everlast range as the leading choice for businesses seeking superior, long-lasting protection in their projects. This campaign stands as a powerful testament to the brand’s unwavering promise to deliver exceptional quality and performance.
