Mumbai: Goodlass Nerolac Ltd, one of the largest paint manufacturers, today unveiled its new brand strategy. In order to reinforce the new positioning, the company has pioneered a trend in the paint industry by signing legendary superstar Amitabh Bachchan as its brand ambassador.

Says Nerolac Paints managing director H M Bharuka: "We are leaders in the industrial segment. We now seek to leverage our technological expertise to the decorative coatings segment. Hence we are seeking to reposition Nerolac as a larger than life brand that is omnipresent. Now is the time to make Nerolac the preferred brand in the decorative category with the values of excellence, dynamism, inspiration and innovation."

Adds Nerolac Paints vice president (marketing and sales) Anuj Jain: "We needed Nerolac to reach out to the masses. Bachchan thus was an obvious choice, a legend that every Indian identifies with. He embodies the same values Nerolac stands for. The campaign will roll across the country in various local languages."

Says Bachchan: "I would like to take this opportunity to tell you that I am really proud to be part of the Nerolac family. Through this association, we will continue to do what we do best - colour the lives and dreams of people."

The new catchline, 'Yeh rang hai jo har ek ki zindagi ko choota hai', by Big B is expected to capture consumers' minds. The campaign will involve television commercials, print ads, outdoor media and below-the-line activities. The TVC has been woven around the vastly popular jingle of Nerolac, 'Jab ghar ki raunak badhani ho', as a soothing undertone to the Big-B presence. The campaign has been created by Interface Communications.

Goodlass Nerolac Paints has been at the forefront of paint manufacturing for more than 80 years, pioneering a wide spectrum of quality paints. It is the second-largest paint company in India and the undisputed leader in the industrial segment, having a turnover of Rs 791 crore.

The company has five strategically located manufacturing units all over India and a strong dealer network of over 11,000 dealers across the country. The company manufactures a diversified range of products ranging from architectural coatings for homes, offices, hospitals and hotels to sophisticated industrial coatings for most of the industries.