Akzo Nobel Launches New Global Identity of ‘Dulux’ in India - Will It Pay Off?

Akzo Nobel N.V., is a Dutch multinational, headquartered in, active in the fields of decorative paints, performance coatings and specialty chemicals. On 17th August 2011, Akzo Nobel announced launching of its new global brand identity for ‘Dulux’ in India. The new brand identity, of Dulux features a human figure and a colour flourish. To establish a new brand identity the Company started its new advertisement campaigns for Dulux. The aim was to reinforce its market position and to increase its share in the consumer paint market. Whether Akzo Nobel will be able to establish itself as a major player in decorative paints in India and this new identity will pay off in reinforcing Dulux's market share is a question yet to be answered.