Kansai Nerolac has launched its ‘Out of This World’ campaign to demonstrate the durability of its Excel Everlast exterior paint range through a high-altitude experiment.
As part of the campaign, the brand has sent a paint-coated payload to 86,000 feet above Earth using a stratospheric balloon. The test has exposed the surface to extreme conditions such as temperatures below -64°C, unfiltered ultraviolet radiation, and low atmospheric pressure. The payload has returned without visible damage.
The campaign has been conceptualised and executed in collaboration with ULKA. It has moved beyond controlled lab testing to document a real-world experiment, with a campaign film capturing the journey to the stratosphere and back.
Through this initiative, Kansai Nerolac has positioned the Excel Everlast range as a product built to withstand harsh environmental conditions, using the large-scale experiment as proof of its claims.
Ramkrishna Naik, Chief Marketing Officer, Kansai Nerolac, said, “The Excel Everlast range has always stood for one thing, the paint that refuses to give up. When we launched Everlast 14, India’s first self-cleaning paint with Japanese Technology, we didn’t stop at that. In fact, we developed Excel Everlast 20 with Bullet Proof Protection, powered by nano-silica technology. It has 30% higher toughness and crack-bridging that outlasts any competition. It is the paint that earned India’s first 20-year warranty. Sending it to the stratosphere felt like the only fitting way to introduce it to the world. Because a product this uncompromising deserved a stage just as extraordinary.”
Rakesh Menon, Chief Creative Experience Officer, ULKA, added, “This idea came from a very simple belief, if an exterior paint can survive space, it can survive anything on Earth. What mattered to us was doing it for real. No simulation, no shortcuts. Just putting the product to the ultimate test.”
