Dulux Spiti Project
Challenge
The challenge for Dulux in Spiti’s CSR project was to genuinely make a positive, lasting impact on the community. It wasn’t just about providing temperature-regulating paint but about improving the quality of life for residents in a meaningful way. Dulux needed to ensure their efforts went beyond branding, focusing on enhancing living conditions by helping homes stay warmer during harsh winters. The project aimed to be sustainable, offering long-term benefits by reducing repainting needs and empowering local voices to be part of the transformation.
Insight
The people of Spiti hold a deep connection to their homes, which are not only living spaces but also a reflection of their culture, history, and pride. However, the extreme climate, coupled with high altitudes, caused severe damage to home exteriors. There was a need for a durable, weather-resistant paint solution that would protect these homes while honouring the cultural significance of their vibrant colours. Spreading awareness of Dulux’s contribution to the community would amplify the brand’s role as a responsible company that enriches lives through colour and preservation.
Idea
Dulux India brought Weathershield Powerflexx, to Spiti Valley, offering durable protection against the region’s extreme cold, snow, and wind. The campaign involved painting homes and murals across the village, preserving the beauty and cultural identity of Spiti through bold, resilient colors. A video campaign was also created, showcasing the transformation of the village and capturing community testimonials.
Role of NEM :
Through NEM’s strategic promotion, the campaign gained attention, reaching a broader audience and landing a feature on Mad Over Marketing (MoM)
Results
- Community Impact: Over 50 homes were painted with Dulux Weathershield, resulting in significant improvements in durability and warmth, eliminating the need for annual repainting.
- Cultural Preservation: Vibrant murals and wall colors enhanced the beauty of the village, preserving Spiti’s cultural identity.
- Brand Visibility: The awareness created by NEM led to Dulux being featured on MoM, highlighting the project as an inspiring example of corporate responsibility.
- Long-Term Change: Dulux’s solution allowed the community to save on repainting costs and provided homes with long-lasting protection, reinforcing Dulux’s commitment to creating a positive impact.
