When Kansai Nerolac Paints Ltd. unveiled Sorakash, its latest decorative paint campaign, the brand made an unexpected yet strategic choice. Instead of relying solely on celebrity endorsements or mass-market discounts, it partnered with All Nippon Airways, Japan’s only 5-star airline. This collaboration signals a deliberate shift in how Kansai Nerolac wants Indian consumers to perceive its decorative paint portfolio.
Rather than projecting itself purely as an industrial coatings leader, the brand is now leaning into emotion, aspiration, and global aesthetics. Consequently, the campaign positions decorative paints not just as a functional product but as a lifestyle choice inspired by international design sensibilities.
From Skies to Shades: The Idea Behind Sorakash
The name Sorakash blends “Sora” (sky in Japanese) with “Akash” (sky in Hindi). This dual-language identity reflects the campaign’s central idea—connecting Japanese craftsmanship with Indian homes. The newly launched pastel colour palette draws inspiration from soft sky hues, including early morning blues, dusk greys, and muted lavender tones.
Moreover, the collaboration adds an aspirational reward. Select customers using the Sorakash shades stand a chance to win a round-trip flight from India to Japan on ANA. As a result, the campaign transforms a routine home repainting decision into a gateway to global experience.
A Legacy Brand Looking Beyond Industry Dominance
While many Indian consumers remember Nerolac for its iconic 1990s jingle, fewer are aware of its deep Japanese roots. Originally founded over a century ago in India, the company became part of the Kansai Paint Group after acquiring a majority stake from the Tata Group in 1999. By 2006, the merged identity emerged as Kansai Nerolac Paints Ltd.
Today, the brand commands nearly 59% of India’s automotive paint market and holds the third-largest share in the overall paint industry. However, decorative paints remain a fiercely competitive segment. Therefore, Sorakash is not merely a promotional campaign; it is a strategic attempt to rebalance brand perception in favour of home interiors and aesthetics.
Why a 5-Star Airline Fits a Paint Brand
At first glance, a premium airline partnership might seem excessive for decorative paints. Yet, ANA represents more than luxury. Founded in 1952 to rebuild Japan’s aviation industry after World War II, the airline embodies discipline, service excellence, and reliability—values deeply associated with Japanese manufacturing.
Furthermore, ANA operates a strong India–Japan business corridor, connecting Tokyo with cities like Delhi, Mumbai, and Chennai. Interestingly, Chennai became a direct route due to the city hosting over 600 Japanese corporate outposts. By associating with ANA, Kansai Nerolac reinforces its Japanese lineage while simultaneously expanding ANA’s brand visibility beyond frequent business travellers.
Japanese Aesthetics Without Premium Pricing
Although the partnership involves a 5-star airline, the pricing strategy remains inclusive. Kansai Nerolac has clearly positioned the Sorakash palette as accessible rather than exclusive. Painting a standard 2BHK home with these shades costs approximately ₹50,000 to ₹60,000, depending on the product range selected.
Therefore, the campaign avoids alienating price-sensitive consumers. Instead, it focuses on value perception—offering Japanese-inspired quality and design without charging a luxury premium.
Measuring Impact Beyond Buzz
Importantly, the campaign’s success is not judged solely on brand buzz. Kansai Nerolac has integrated QR codes at retail touchpoints to track real-time sales performance of Sorakash shades. This data-led approach ensures that the collaboration delivers measurable business outcomes alongside image enhancement.
While competitors aggressively pursue sports sponsorships and mass fandom, Kansai Nerolac appears to be playing a longer game. By aligning with Japanese brands and cultural cues, it is building a differentiated narrative in the decorative paints space.
Looking Ahead: Global Inspiration, Local Homes
Ultimately, Sorakash reflects how legacy Indian brands are evolving. By blending global partnerships with local relevance, Kansai Nerolac is repositioning itself from an industrial giant to a brand that understands modern Indian aspirations. As Indian homeowners become more design-conscious and globally influenced, such cross-category collaborations may define the future of decorative paint marketing.
