Akzo Nobel: The Dulux Journey
A partnership in four films, from 2022 to 2025.
2022: Independence Day
It began with an Independence Day brief. The idea went through several rounds of ideation before it was approved by the regional teams in India, Singapore and Australia, together with the Pakistan team. Written and directed by Sami Qahar, the film went viral, earned praise from Aurora and drove strong engagement on social media.
2023: The sequel
Dulux asked for a sequel, and we delivered it with a harder-hitting message.
Dulux Promise
Next came Dulux Promise, the value-for-money brand. Again written and directed by Sami Qahar, the campaign introduced a new actress to the industry and did well enough to be adopted later for the Sri Lanka and Indonesia markets.
Dulux Assurance
The fourth instalment was the flagship Dulux Assurance theme, where every market in the world communicated warranty in its own way. Ours was Warranty Wars: a lighthearted, humorous take on husband and wife, with the different kinds of warranty wrapped inside it.
We are extremely proud of this partnership, and we thank the Akzo Nobel team for being one of our early patrons on this journey.
Watch
Dulux Independence Day 2022
The Independence Day film that started the partnership.
Dulux Independence Day 2023
The sequel, with a harder-hitting message.
Dulux Promise
The value-for-money brand, adopted later for Sri Lanka and Indonesia.
Dulux Assurance 2025
Warranty Wars: husband and wife, and the different kinds of warranty.