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In India, Wallcare Putty is considered optional; yet Birla White Wallcare Putty wanted to make a memorable entrance in the market.
We identified that putty brings out the whitest of walls so that you get the best colour payoff in your home. While there’s a dearth of paint brands running stereotypical ad films, we took the Whiteness of Birla White Wallcare Putty to the north (literally) ;)
A mascot was created for the product who’s synonymous with white and its love for existing in everything white - the Polar Bear.
Even a Polar Bear way away from the north finds joy in the whiteness Birla White Wallcare Putty brings to life.