Mumbai: Kansai Nerolac Paints has undertaken what it calls one of the most extreme product demonstrations in Indian advertising, sending its exterior paint into the stratosphere at an altitude of 86,000 feet to validate its durability claims.
In a first-of-its-kind initiative for the Indian paint industry, the company launched a high-altitude balloon carrying a payload coated with its Excel Everlast exterior paint range. The test exposed the paint to extreme conditions, including temperatures below -64°C, unfiltered UV radiation, and significantly reduced atmospheric pressure—an environment known to degrade most surfaces. The payload, however, returned intact, with the paint remaining unblemished.
The initiative was conceptualised and executed in collaboration with ULKA, moving beyond conventional lab-based testing to create a real-world validation at scale. The campaign film documents the entire journey of the payload to the stratosphere and back, offering a demonstration designed to substantiate product performance without simulated conditions.
Branded under the #OutofThisWorld campaign, the effort underscores Kansai Nerolac’s positioning of its Excel Everlast range as a high-performance exterior paint engineered to withstand extreme environmental stress. The campaign marks a significant departure from traditional product demonstrations in the category, elevating the narrative through scientific validation.
Ramkrishna Naik, Chief Marketing Officer, Kansai Nerolac shared his views, “The Excel Everlast range has always stood for one thing, the paint that refuses to give up. When we launched Everlast 14, India’s first self-cleaning paint with Japanese Technology, we didn’t stop at that. In fact, we developed Excel Everlast 20 with Bullet Proof Protection, powered by nano-silica technology. It has 30% higher toughness and crack-bridging that outlasts any competition. It is the paint that earned India’s first 20-year warranty. Sending it to the stratosphere felt like the only fitting way to introduce it to the world. Because a product this uncompromising deserved a stage just as extraordinary.”
Speaking on the idea behind the experiment, Rakesh Menon, Chief Creative Experience Officer, ULKA added, “This idea came from a very simple belief, if an exterior paint can survive space, it can survive anything on Earth. What mattered to us was doing it for real. No simulation, no shortcuts. Just putting the product to the ultimate test.”
Credits:
Business: Kulvinder Ahluwalia, Vandana Joshi, Abhimanyu Juneja, Ricky Baretto, Shivam Dave
Creative: Rakesh Menon, Vishal Nicholas, Sagar Parab, Parth Pandya, Khushi Bagri, Paresh Jadhav, Kshitija Raut, Saahil Desai, Onkar Mhaskar, Arijit Banerjee, Kartikeya Tiwari, Sunil Dhone, Navnath Mural, Shubham Mojar
Strategy: Manisha Sudarshan, Akhil Vadan
