Kamdhenu Paints Association With Actress & Entrepreneur - Preeti Zinta
By Rachit Juneja
June 7, 2021
“Preity G Zinta is not only an established actress delivering consistent box office hits, but she is also a successful entrepreneur. Credibility and value are synonymous to Kamdhenu Paints and the chosen celebrity and the association will highlight these common features.” - Saurabh Agarwal, Director, Kamdhenu Paints.
Kamdhenu paints is a Home Painting, Wall, and Roof Paints manufacturer in India. Stemming out of Kamdhenu Limited, ‘Kamdhenu Paints’ is the paint vertical of this thriving business conglomerate. Progressing to accomplish the vision to make Kamdhenu an all-solution-brand for Infrastructural & Construction needs, ‘Kamdhenu Paints’ is a leap towards this goal. The brand offers a wide range of decorative paint products that extends from Exterior & Interior Emulsions, Cement Paints, Water-based Primers, Acrylic Distempers, Synthetic & GP Enamel, Solvent-based Primers, Wood Finishes, Aluminum Paints, and Textured to Designer Finishes.
We got in touch with Mr. Saurabh Agarwal, Director to find out more about their Kamdhenu Paints’ association with Preeti Zinta. Mr. Saurabh Agarwal is a dynamic entrepreneur having technical expertise in plant operations. He has been instrumental in diversifying into the paints business with a state-of-the-art manufacturing unit in Chopanki, Rajasthan in 2008. The company takes pride in being one of the largest manufacturers of decorative paints having Pan India presence. Ambitious and energetic, Mr. Saurabh Agarwal avows for growth of brand Kamdhenu and envisions making it a well-known brand in a few years time.
What was the objective of the campaign?
“Our association with Preity G Zinta is to fully leverage the strengths of our Paints business. As a successful actress and entrepreneur with a number of memorable movies under her belt, she is a perfect brand ambassador for us as she exemplifies our dream of creating a world with limitless possibilities for everyone. With Preity G Zinta now a part of our campaign, our existing partners and customers across the partners can leverage her popularity to drive sales and will help us foster stronger relationships with potential partners and customers across the country.”
Why did you feel celeb association was necessary?
“Celebrity association helps create a buzz in the market and advertising is a powerful tool to drive corporate messaging and showcase products. As a leading player in Paint business, we are looking to add much needed vibrancy in the business and also further our brands recall value. Associating with a celebrity with established credibility acts as an external cue to drive meaningful brand engagements.”
To what capacity do you plan to use the celeb?
“As of now the plan is to leverage the celeb endorsement in social media platform for Kamdhenu Paints, BTL promotions and all other printed promotional materials but public appearances are out of the question at this time.”
Tell us about your product category, and why have you chosen this messaging for the brand?
“Kamdhenu Paints has a wide range of products including Exterior Emulsions, Interior Emulsions, Acrylic Distempers, Enamel Paints, Wall Primers, Cement Paint & Putty, and Texture & Designer Finishes, Stainers, P.U. Wood Finishes, Water Proofing products and Metallic Finishes as well.”
Why does the chosen celebrity work well for the brand?
“Preity G Zinta is not only an established actress delivering consistent box office hits, she is also a successful entrepreneur. Credibility and value are synonymous to Kamdhenu Paints and the chosen celebrity and the association will highlight these common features.”
What is a recent trend in Celeb association campaigns that you think is here to stay?
“Today, established celebrities prefer to endorse products that align to their personal belief and values. For a celebrity it is also about protecting his/her own image and hence the selective preference. Getting a celebrity to endorse a product is no longer just about money and about values. This is a positive trend and will likely continue.”
How has Covid 19 impacted your market?
“The Covid-19 pandemic has resulted in massive disruption and uncertainties all around. From sudden and intermittent shutdown of production plants to difficulty in securing raw materials, we have been impacted much like all others in the business. On the demand side, while we saw an immediate drop in demand and sales during the first lockdown, demand slowly picked up as people staying at home undertake home improvement projects during the lockdown. Also demand from institutional buyers like construction firms and large orders are also picking up and are expected to normalize soon.”
Have you taken any steps over the last few months to battle it?
“With the Covid-19 impact sparing no one, we have taken several measures to help our employees/partners and contribute to the larger fight against the pandemic by contributing to the PM Cares fund and by joining hands with district and state administration wherever possible to donate necessary materials in cash and kind. The impact of the pandemic is ongoing and will be felt for a long time and hence our support to employees and partners is a dynamic and ongoing effort.”
Recent Articles
