Why is All Nippon Airways Partnering with Kansai Nerolac for a Paint Campaign?

All Nippon Airways (ANA), Japan’s largest airline, has launched a unique collaboration in India.

This partnership is with paint giant Kansai Nerolac. The joint initiative is called the Sorakash campaign. 'Sorakash' combines the Japanese word Sora and the Hindi word Akash, both meaning sky.

The 'Sorakash' Campaign and Market Strategy

The campaign promotes a new pastel paint palette. These colors are directly inspired by the hues of the sky. Select customers can win a free round-trip flight from India to Japan. This grand prize is courtesy of the 5-Star rated All Nippon Airways.

Kansai Nerolac is the third-largest player in the Indian paint market share. The company reported a revenue of approximately ₹7,893 crore in FY24. However, the brand is known for its dominance in the industrial coating segment. It holds a 59% share of the Indian automotive paint market, according to company reports.

Its decorative paint market share is a smaller segment, cited around 11-15%. The Kansai Nerolac decorative paints campaign aims to change this. It seeks to make the brand a more attractive choice for Indian homeowners.

Leveraging ANA’s 5-Star Brand

ANA's involvement provides a strong signal of quality and trust. The airline has held the prestigious ANA 5-Star Skytrax rating for 12 consecutive years since 2013. This rating is a global benchmark for service excellence.

Ramkrishna Naik, CMO at Kansai Nerolac, noted the collaboration's goal. It is a deliberate effort to weave the company's "Japanese-ness" into Indian homes. The partnership highlights the shared Japanese aesthetic heritage. It bridges the gap between industrial perfection and consumer aesthetics.

Impact on the India-Japan Business Corridor

For All Nippon Airways, the campaign creates brand awareness. This reach extends beyond its core business clientele. ANA operates a vital India-Japan business corridor. It connects Tokyo to major Indian hubs like Delhi, Mumbai, and Chennai.

• Delhi and Mumbai: Key business travel routes.
• Chennai: Direct flights pioneered due to 600+ Japanese outposts in the region.

This marketing push can stimulate leisure travel demand. It supports the airline’s continued focus on the Indian market. ANA plans continued international growth, including new routes like Mumbai in 2026. Increased brand recognition helps support this expansion.

Pricing and Future Outlook

Despite the premium association, the 'Sorakash' palette is accessible. Management confirms there is no premium price for the new paint range. Painting a typical 2BHK home costs approximately ₹50,000 to ₹60,000.

This marks Nerolac's first large-scale collaboration with a pure Japanese brand. The company is tracking sales of the collaboration-specific shades. This is done using QR codes across retail outlets for real-time data.

The focus on Japanese collaborations will be a key strategy. This differentiates the brand from competitors in the highly competitive Indian paint market share. It is a unique strategy in commercial aviation news to see an airline used as a luxury consumer prize. This approach leverages the aspirational value of international travel.