Nature Challenged - House on wheels with Farhan Akhtar in the new Dulux Weathershield Powerflexx TVC

Conceptualized and created by Taproot Dentsu Communications, the TVC encapsulates the brand’s ability to protect exteriors of a home from the extreme furies of nature due to paint’s Double Defence Technology. The ad campaign/ TVC is episodic in nature with Farhan Akhtar as the protagonist. The campaign shows a house mounted on a trailer truck travelling through various terrains of the country and exposing itself to extreme rain, heat and dust. It further goes on to demonstrate how the walls protected by Dulux Weathershield bore the brunt effectively, and remains unblemished.

Dulux Weathershield PowerflexxUltra Premium Exterior Paint comes with Double Defence technology which enables the latex in the paint to stretch up to 7 times more than any other premium exterior paint. This revolutionary innovation protects the walls from hairline cracks, extreme heat, UV rays, rain, dirt and dust.

Cracks are like icebergs – you only see the tip. Though not visible to the eye, tiny hairline cracks are unavoidable. Even in brand new homes, they can be made worse by extreme weather changes and slight ground movement. Dulux Weathershield Powerflexx comes with unique crack proof technology that allows the paint film to stretch to cover cracks upto 1mm

Ordinary elastomeric paints have a softer paint film; this allows the paint film to stretch to cover hairline cracks. However, the paint film is also more sticky and and has poorer dirt resistance. This makes the wall look dirty more quickly. Dirt Guard Technology resists dirt and dust with it’s special UV-cross linking function, which binds paint molecules when exposed to the sun's UV rays. Dirt and dust particles stay on the surface, unable to penetrate the paint film easily; when the rain comes, these get washed away. As a result, exterior walls look fresher and cleaner longer.

The heat that we feel from sunlight is from the sun’s infrared radiation. This heats is absorbed by exterior walls, passes through to the interior of the home, making the room feel warmer. The Dulux Weathershield SunReflect technology uses special pigments which reflects infrared radiation back to the atmosphere. Heat build-up on exterior walls is reduced by up to 5°C, keeping homes cooler inside.