Mumbai Kansai Nerolac Unveils Gen AI Campaign Promote Perma NoHeat Paint
Mumbai-based Kansai Nerolac Paints has unveiled a Gen AI-driven digital campaign to promote its Perma NoHeat paint, a high-performance solution designed to reduce surface temperatures by up to 15°C. Developed in collaboration with Rediffusion and Aesthetic Intelligence Lab, the campaign features fully AI-generated films that combine cinematic visuals, realism, and imaginative storytelling. Playful narratives, including penguins and polar bears gravitating toward Indian homes coated with Perma NoHeat, visually underscore the product’s cooling benefits and reinforce its sustainable positioning.
The campaign highlights how advanced AI technology can push creative boundaries in advertising. By generating high-quality visuals that would be difficult to produce using traditional filming, the initiative sets a new benchmark for digital marketing in India. “AI allowed us to create visually rich narratives that were once unimaginable, bringing the product’s benefits to life in a compelling way,” said Pramod Sharma, National Creative Director, Rediffusion.Carol Goyal, MD of Aesthetic Intelligence Lab, emphasised that the fully AI-generated films demonstrate how technology can deliver exceptional craftsmanship, scale, and consistency, enabling brands to engage today’s digitally savvy audiences. The films are designed to resonate with homeowners across India, blending entertainment with a clear demonstration of Perma NoHeat’s practical advantages.
Perma NoHeat also offers additional benefits such as superior whiteness, crack-bridging properties, excellent adhesion, and a three-year waterproofing warranty. Ramkrishna Naik, Chief Marketing Officer at Kansai Nerolac, said the campaign reinforces the brand’s belief that cooler homes can transform everyday living. Developed with Japanese technology, Perma NoHeat combines innovation and sustainability to address India’s rising heat challenges effectively.The 30-second films, created in Hinglish for mass appeal, will be rolled out across Instagram, Facebook, and YouTube, with region-specific adaptations to drive awareness and consideration among urban homeowners. Maninder Singh, Head of Content & Innovation at Aesthetic Intelligence Labs, added that the campaign exemplifies the future of Gen AI in advertising, combining flexibility, scalability, and cost efficiency while maintaining high creative standards.
Industry observers note that the campaign marks a shift in Indian advertising, demonstrating how AI can enhance both storytelling and functional messaging. By leveraging Gen AI, Kansai Nerolac positions Perma NoHeat as a technologically advanced, sustainable, and visually engaging solution, reflecting a broader trend of integrating innovation, creativity, and environmental consciousness in urban consumer products.
