Kansai Nerolac Paints Limited (KNPL), has launched a unique on-ground activation to demonstrate the effectiveness of its heat-reflective coating, Nerolac Perma NoHeat. Moving beyond conventional product communication, the initiative brought real-world relief to devotees by coating temple pathways across high-footfall locations in Southern India.
Designed to reduce surface heat absorption, Perma NoHeat an acrylic-based, heat-reflective coating was applied to temple walkways that are typically exposed to intense summer heat. On-ground temperature readings recorded a reduction of up to 15°C on treated surfaces, offering a noticeably more comfortable barefoot walking experience during peak daytime hours. Rather than explaining the product’s benefits, the campaign enabled people to experience them firsthand.
The campaign was co-created with Tribes and built on the insight of addressing a common yet overlooked discomfort walking barefoot on scorching surfaces. Executed in close coordination with temple authorities, the activation ensured minimal disruption to daily rituals while focusing on high-impact zones where the benefit could be immediately felt. By placing the product in a culturally significant setting, the initiative transformed a functional promise into a deeply personal experience.
Aligned with the increasing urgency around heat mitigation in urban and semi-urban areas, the activation avoids heavy messaging and instead focuses on delivering tangible relief through a simple intervention. It also expands the perceived application of Perma NoHeat beyond terraces and exterior walls to shared public spaces.
To amplify the initiative, Kansai Nerolac has released a digital film documenting the journey from application to impact. The film captures real-time temperature changes and authentic human reactions, reinforcing the product’s efficacy through lived experiences rather than technical claims.
Commenting on the campaign, Ramakrishna Naik, Chief Marketing Officer, Kansai Nerolac Paints Limited, said, “Summer heat today is more intense than ever, and surfaces like temple pathways become extremely difficult to walk on barefoot. We wanted to address this exact moment by allowing Perma NoHeat to prove itself in real conditions. This initiative reflects our confidence in the product’s capability to make a meaningful difference in everyday environments.”
Gour Gupta, Chairman, Tribes, added, “We didn’t want to describe the benefit—we wanted people to feel it. By applying Nerolac NoHeat on pathways walked by millions, the product became part of a real, lived experience. With minimal messaging and no explanation, the impact was instantly understood.”
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