Taking the starry road: Paint brands ramp up celeb power for mass appeal

Asian Paints, Dulux, Nerolac, Berger, Indigo Paints take the starry road to building a master brand with mass appeal

From consumer goods to packaged foods and beverages, brands across categories are turning away from one celebrity endorser to co-opt a bunch of regional stars and digital influencers for targeted outreach. But not the paint brands. Be it market leader Asian Paints or old rivals Berger, Nerolac, Dulux and even relative newcomers such as Indigo Paints, everyone is chasing a star with pan-Indian appeal. 

One reason for the star-struck behaviour of paint brands, say several in the industry, is the need for a corporate identity that cuts across geographies and age-groups and helps create a master umbrella brand. A celebrity endorser