Dulux Paints’ Pitches an End To End Digital Consumer Experience With Dulux Colour Play Testers

With the plethora of colour shades available, it can be quite difficult to choose the best colour for your walls. Getting your home painted isn’t a recurring activity, and you always want to be sure of the choice you have made. But it can often be an intimidating task, because the colours don’t always look the same on your walls, as on those shade cards. Moreover, you aren’t able to experiment with a bold colour that you have been wanting to use. Dulux, one of the world’s leading paint companies has introduced the Dulux Colour Play Tester, to solve exactly this consumer problem.



The Dulux Colour Play Tester is the first of its kind paint sampler for consumers in the Indian market. What’s more special about this is that it offers an end to end solution on the digital platform. This technology allows you to visualise the colours on your walls from the comfort of your home, and then order a tester online right from your couch. The paint is delivered to your home in the form of a palm sized mini roller, which allows you to test it out on your wall before painting the wall.

Parth Udia, Head of Marketing, Decorative Paints, AkzoNobel India, said “We have truly responded to the consumer’s need in this segment. Dulux seeks to redefine the home-painting journey by providing greater ease to the consumers in color selection process and getting desired output on the walls. The fact that Color Play™ Tester is only available online was a conscious choice that we made to address the new-age digital consumer. This is going to be a revolutionary change in the Indian paint market where consumers have less knowledge about the category to make their own choices.”

It’s refreshing to see a brand in this domain innovating consistently, where other players have become stagnant and are not responding to consumer needs. While brand communication in this sector has often been emotional in nature, this functional campaign is far more relatable in 2018.

Speaking on the occasion, David Teng, Cluster General Manager, Decorative Paints, South Asia mentioned “At AkzoNobel India, technology-led innovation is at the heart of our business and the new Dulux Colour Play™ Tester is yet another demonstration of our commitment towards providing consumers with solutions that make their lives easier and living spaces more inspiring. The idea behind such an innovation is to empower the new-age digital consumers in making the desired colour choices that complement their home and personality.”