The ‘Lage Shaandaar, Chale Shaandaar’ campaign highlights Dulux’s dual promise: premium performance and warranty-backed trust
Five years after pioneering India’s first consumer-facing paint promise, AkzoNobel India has now transformed its Dulux Assurance program into a full-scale pan-India warranty initiative, supported by a new multi-media campaign titled “Lage Shaandaar, Chale Shaandaar.” The campaign, conceptualised by Lowe Lintas and directed by the acclaimed Prasoon Pandey, captures the emotional and practical value of trust one brushstroke at a time.
The Dulux Assurance program, originally launched to guarantee colour accuracy, uniform finish, and coverage across premium products like Dulux Velvet Touch, Dulux Weathershield Max, and Dulux Promise, has now evolved to offer a written, accessible warranty across both interior and exterior paints.
This transformation is particularly significant in India’s fragmented paint landscape, where consumers often hesitate to trust premium products due to lack of post-purchase assurance. With Dulux Assurance, AkzoNobel has created a category-defining proposition: if Dulux paints fail to deliver on the promised quality parameters, the consumer is eligible for a product replacement.
Building Trust in Every Corner of the Country
What sets the current rollout apart is its grassroots activation strategy. Dulux Assurance’s new leg reaches beyond metros into peri-urban towns and rural clusters like Vellikulangara (Kerala), Merta (Rajasthan), Darrang (Assam), and Halvad (Gujarat). These are regions where word-of-mouth, generational loyalty, and painter trust still play dominant roles in brand selection.
“Our customers don’t just paint their homes they express emotion, identity, and aspiration,” said Rajiv Rajgopal, Managing Director of AkzoNobel India. “With Dulux Assurance, we are delivering more than a paint product. We’re delivering a commitment one that holds across geography, weather, and wear.”
According to Rajgopal, the expansion into a formalised warranty system also reflects the evolving expectations of Indian home owners who now see their home aesthetics as an extension of personal and social identity while still expecting product dependability.
A Campaign That Paints Emotions, Not Just Walls
The “Lage Shaandaar, Chale Shaandaar” campaign doesn’t focus on celebrities or glitz, it leans into realism. Shot by legendary filmmaker Prasoon Pandey, the TVC focuses on slice-of-life moments where colour and finish become symbolic of pride, celebration, and familial milestones.
Through relatable characters like a newly married couple painting their first home or a grandmother overseeing a festive renovation the film explores how visual perfection enhances emotional satisfaction. The campaign will roll out in seven Indian languages across TV, digital platforms, and cinema halls, aiming to reach consumers across demographic and linguistic divides.
The phrase “Lage Shaandaar, Chale Shaandaar” does double duty—it reaffirms Dulux’s visual excellence while anchoring the long-term reliability promised by the warranty.
The Brand Behind the Brush
As part of AkzoNobel, a global leader in coatings and paints with brands like Dulux, International, Sikkens, and Interpon, the India business has steadily positioned itself as a consumer-first entity that blends European R&D standards with Indian lifestyle aesthetics. Dulux Assurance, in many ways, is an articulation of this strategy local relevance backed by global reliability.
The warranty program covers three key areas:
• Colour Accuracy: The shade chosen is the shade delivered
• Uniform Finish: No patchiness, streaks, or unexpected texture
• Coverage Promise: The amount of paint covers the declared area
Each product under Dulux Assurance is tagged with an easy-to-activate warranty code that allows the consumer to register their purchase. Should a defect arise, an inspection is arranged and product replacement initiated without the ambiguity that often surrounds service claims in the home improvement sector.
Setting a New Benchmark in the Paint Industry
In India’s ₹70,000 crore decorative paint market, where brands are increasingly competing on price, branding, and visual appeal, AkzoNobel’s Dulux Assurance is a standout in the ‘guaranteed outcome’ space—especially in premium emulsions and weatherproofing segments.
This strategy reflects an important market shift. Indian homeowners, particularly in Tier 2 and 3 cities, are moving from short-term repainting cycles to more value-conscious decisions. The warranty-backed promise now positions Dulux as a lifestyle essential rather than a seasonal expense.
Looking Ahead
As climate resilience, smart home design, and material longevity become critical consumer considerations, paint as a category will continue to evolve. For AkzoNobel India, this means focusing not just on colour palettes, but on trust as a product feature.
With “Lage Shaandaar, Chale Shaandaar”, Dulux Assurance is no longer just a marketing promise. It is a nationwide standard. One that tells Indian consumers: we see your walls, we see your aspirations, and we’re here to stand by them.
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