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Tag: Amit Syngle

  • It brings together Deepika Padukone & Ranbir Kapoor for the very first time in a brand campaign

    Asian Paints launches national campaign for Royale Health Shield

    By A Correspondent

     

    Asian Paints has launched a campaign to promote its new offering, Royale Health Shield. Conceptualised by Contract India, the ad is directed by Vivek Kakkad. The film stars Ranbir Kapoor and Deepika Padukone.

     

    Speaking about the new ad campaign, Amit Syngle, COO, Asian Paints Limited said: “Today’s consumer is more aware and believes in making healthy choices that are safe and hygienic, especially when it comes to their homes. Asian Paints “Royale Health Shield” is one such healthy choice for a consumer to make to ensure their walls are bacteria-free. This revolutionary paint contains Silver Ion Technology, as recommended by the Indian Medical Association (IMA), making it the first such paint brand to receive this distinction.” Speaking on the two most sought after personalities in the new TVC Syngle added: “We are beyond excited to launch this new film with Deepika Padukone & Ranbir Kapoor. It is for the very first time that they are coming together to launch our brand campaign to advocate the best of what our brand has to offer”.

     

    Said Sagar Mahabaleshwarkar, Chief Creative Officer, Contract: “The idea was to tell a story of a paint that cares for you through two friends who care for each other. While the intention was emotional, the tonality was playful. Achieving this fine balance wouldn’t have been easy otherwise, but we had two powerhouse actors in Deepika and Ranbir. And the result is evident in their performances.”

     

     

  • Conceptualised by Ogilvy India, the ad is directed by Prasoon Pandey

    Asian Paints launches new campaign with Ranbir Kapoor

    By A Correspondent

     

    Asian Paints has launched a campaign to establish Ultima Protek as the gold standard in protection for the exteriors of every home. Conceptualised by Ogilvy India, the ad is directed by Prasoon Pandey. The film portrays Ranbir Kapoor as an aspiring politician.

     

    Speaking about the new ad, Amit Syngle, COO, Asian Paints Limited said: “The consumer of today is showing more involvement in the painting process and is clearly looking for products offering unique solutions. Asian Paints Ultima has been at the forefront of technology led innovation. Ultima Protek, with its Lamination Guard and 10-year performance warranty, is the Gold standard of exterior paints today. Consumer research on exterior painting threw up a powerful mnemonic – ‘Lamination’, a term that they interpreted to imply strong protection from multiple elements – water, dust and time itself. In this new film with Ranbir Kapoor, this ‘lamination led protection’ is juxtaposed with a topic that evokes a passionate interest among Indian consumers – politics.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy Mumbai: “The film is a humorous take based on the life of a politician, whose life is full of ups and downs. And how the protection given to his house by Asian Paints Ultima Protek, gives the politician the confidence to just keep going on. No matter what.”

     

     

  • It comprises a set of shorter 19 sec films, print, outdoor, radio spots, digital engagement and on-ground activation

    Asian Paints illustrates the importance of doing great work in new digital film

    By A Correspondent

     

    Asian Paints has launched a new digital film for its adhesives range of products. The new brand film titled ‘Screaming Furniture’, featuring Nawazuddin Siddiqui has been conceptualised by McCann India.

     

    Speaking about the new digital film, Amit Syngle, COO, Asian Paints Limited said: “Ever since its launch, the Asian Paints Adhesives range has always stood for providing a modern and progressive choice, a Choice Tarakki Ki, to customers and applicators through its range of innovative and high-performance products. With this new film, we are aiming to strengthen this position even further, amongst the target segment. This film is a fun & engaging watch. It takes the brand message and creatively weaves in the insight that a perfect job is crucial to earning a perfect reputation in the market. And with Asian Paints Adhesives, you will always get a perfect job done!”

     

    Added Suraja Kishore, Executive VP & GM – McCann Mumbai: “Adhesives as a category have been far too long stuck in a grimy sweaty functional space. Coming from Asian Paints, key point of difference for our adhesives is that it helps carpenters achieve not just function but also form and finesse. To bring alive this point our campaign creatively amplifies the idea that liability of not using Asian Paints Adhesives is to be remembered for a shoddy job. The insight that every time a furniture makes a creaking noise we don’t blame the adhesives we rather blame the carpenter has been cleverly amplified in an amusing manner. We are excited to rewrite the rules of the category and make Asian Paints adhesive synonymous with design and décor rather than mere functional benefit of just great bonding.”

     

     

  • The new TVC signifies the joy of redecorating one’s home

    Asian Paints unveils latest corporate campaign, #PeopleAddColour

    By A Correspondent

     

    Asian Paints has launched its new corporate TVC, #PeopleAddColour. Building on the brand’s existing corporate positioning ‘Har Ghar Kuch Kehta Hai’, the new TVC conceptualised by Ogilvy India signifies how people and the joy of redecorating one’s home can create colourful moments and memories to be cherished for years to come.

     

    Speaking about the new corporate ad, Amit Syngle, COO, Asian Paints Limited said: “With the new corporate TVC #PeopleAddColour, our core objective is to recapture the essence of how people who live under the same roof bring colour to each other’s lives while highlighting the emotional equity a home holds. Building on our positioning and expression of ‘Har Ghar Kuch Kehta Hai’, we aim to resonate with our consumers by instilling empathy and meaning into decor.”

     

    Added Sukesh Nayak, Chief Creative Officer, Ogilvy Mumbai: “People make homes beautiful. #PeopleAddColour celebrates this thought and encourages people to make their homes happier. The launch film for this campaign is a beautiful story of an empty nester couple, a story that will probably resonate with lots of people across India. When their son leaves to study abroad, the couple decides to redecorate their son’s room and open it for other children. Filling their life with joy. Making their home happier again.”

     

     

  • The latest season attempts to unravel the mysteries of celebrity homes and get to know them for the people they really are

    Season 2 of Asian Paints’ ‘Where the Heart Is’ set to air soon

    By A Correspondent

     

    Leading paint and décor brand Asian Paints has unveiled its second season of the ‘Where The Heart Is’ web series. The latest season attempts to unravel the mysteries of celebrity homes and get to know them for the people they really are.  The series will feature Saurav Ganguly, Bollywood actors Sushant Singh Rajput and Radhika Apte, directors Zoya Akhtar and Kabir Khan and wife Mini Mathur and musicians Monica Dogra and Anirudh Ravichandran.

     

    Speaking on the launch of ‘Where The Heart Is’ Season-2, Amit Syngle, COO Asian Paints Ltd said: “We are truly proud to bring the second season of the much loved show “Where The Heart Is”. We at Asian Paints believe in celebrating beautiful homes. With this web- series we again bring to consumers the opportunity to celebrate homes of India’s favourite celebrities. While we most often see them on screen or performing on the field or stage, it is at their home where they are truly themselves, it is where their heart is.”

     

     

  • New campaign bolsters Asian Paints’ existing corporate stand, ‘Har Ghar Kucch Kehta Hai’

    Asian Paints inspires people to lead richer lives with #HomesNotShowrooms

    By A Correspondent

     

    Asian Paints has unveiled a corporate digital campaign #HomesNotShowrooms.

     

    Conceptualised by Ogilvy, the corporate digital video launched on January 12, and captures the emotion of what a ‘home’ truly is, notes a communique.

     

    Speaking about the campaign, Amit Syngle, COO, Asian Paints Limited said: “‘Har Ghar Kucch Kehta Hai’ is a summation of our positioning and an expression which is timeless and is as relevant today as it was before. With #HomesNotShowrooms we are instilling empathy and meaning into decor in order to inspire people to lead richer lives at home. Being a forerunner in the décor space, Asian Paints also owns the emotion of home more powerfully than any other brand in India.”

     

    Speaking more about the campaign, Sukesh Nayak, CCO, Ogilvy, said: “Decor should not just be about beauty but happiness too.  #HomesNotShowrooms is an idea that will help build empathy and inspire people to lead richer lives at home.”

     

     

  • The digital campaign aims to make doors fun through the bittersweet banter of a new age couple

    Tonic Worldwide unveils new campaign for Asian Paints

    By A Correspondent

     

    Asian Paints has rolled out its latest digital campaign for Apcolite that is all about encouraging one to have fun with doors and windows, thereby exploring an aspect of home decor that was largely untouched.Tonic Worldwide has created the #SlamDoorsNoMore campaign for Asian Paints Apcolite Enamel.

     

    Said Sudish Balan, Chief Business Officer, Tonic Worldwide: “As William Wordsworth said, if the doors of perception were cleansed, everything will appear to man as it is, infinite. This was the overarching thought, the way we treat our doors is a reflection of the environment we have created for ourselves.  If a door is the first thing you see when you are about to enter your home, and if it pleases your cognitive sense, then it will elevate your mood too.”

     

    Added Amit Syngle, Chief Operating Officer, Asian Paints: “Asian Paints has identified itself as a partner for consumers in creating beautiful homes. Over the last decade, we have seen wall stencils and textures becoming an integral part of the home décor. Along with walls, furniture and other elements, doors also play a key role in accentuating the décor of one’s home. Ideas for doors is a simple, yet powerful element of a consumer’s decor journey.”

     

     

  • Royale Atmos helps purify indoor air to give purer air at home

    Deepika Padukone reveals how not to lead a #MaskedLife at home

    By A Correspondent

     

    Asian Paints has unveiled a new film with actress Deepika Padukone for its product Royale Atmos. Said Amit Syngle, President-Sales, Marketing, Technology & Head-Home Improvement, Asian Paints Ltd: “According to a study by the World Health Organisation (WHO), out of the 20 most polluted cities in the world, 13 of them are in India. People recognise that air pollution is having a detrimental effect on their health. At the same time, they remain unaware that indoor air can be even more polluted, as much as five times more. In such an alarming situation we present a solution to our consumers by launching Asian Paints Royale Atmos. This product is a first of its kind which will not only beautify the home but also will fight indoor air pollution. We have launched this TVC campaign with Brand Ambassador Deepika Padukone as we believe she is an apt public figure to represent a product for which awareness is crucial. We are happy to associate with her as we believe she can add the right support to our drive in building awareness around indoor air pollution.”

     

  • Targeted towards carpenters and contractors, Asian Paints’ 360 degree campaign on adhesive products – TruGrip and Loctite, is live across digital media platforms

    Asian Paints unveils adhesives range with new digital campaign

     

     

    Asian Paints has launched adigital film that presents its range of adhesives catering to carpenters and contractors. The campaign revolves around the good-natured, diligent and ambitious protagonist Vicky Contractor. With a tagline like ‘Choice Tarakki Ki’, the film leaves a pertinent message about making progressive choices that leaves no room for compromise when it comes to quality.

     

    Created by creative agency McCann, the digital film traces the journey of Vicky Contractor, portrayed by Nawazuddin Siddiqui who begins as a carpenter alongside his brother.

     

    Said Amit Syngle, President of Technology, Sales, Marketing & Home Improvement, Asian Paints Limited: “Adhesives is a strategically important category for Asian Paints and we are committed to offering the most innovative and cutting-edge adhesives products to our consumers. The ‘Choice Tarakki ki’ campaign is a reflection of Asian Paints’ philosophy that exemplifies highest standards of quality and performance. It imbibes a culture of great craftsmanship in carpenters and contractors to bring alive the brands promise. We are certain that this range will promote working diligently Behind the Scenes to deliver exceptional finish for various décor solutions at home.”

     

    Added Suraja Kishore, Executive VP & GM – McCann Mumbai: “Asian Paints is one of the most loved and admired brand, its foray into adhesives takes this legacy forward.  Designed to re-write the rules of the category by offering innovative and superior products, this campaign is rooted in the insight that a craftsman is as good as the tools and tricks he uses. Asian Paints Adhesives gives carpenters and contractors an advantage over others by facilitating not function of sticking stuff but also providing better form and finesse. The choice of Nawazuddin as the protagonist of this story is sure to have appeal amongst a large and important segment who are key user and influencers of this category.”

     

  • The third digital campaign after two successful digital campaigns currently engaging consumer on social media

    Asian Paints unveils #Daagsekyadarna campaign on Youtube

    By A Correspondent

     

    Asian Paints has unveiled its online campaign for Apcolite Advanced Emulsion. The commercial addresses consumers’ fear of walls getting dirty due to various factors including spilling or any form of stain that can cause accidental ruin to the walls.

     

    Said Amit Syngle, President-Sales, Marketing & Technology, Asian Paints Ltd: “The film taps into the widespread belief that once there is a stain on the wall, it stays permanently and therefore one has to be cautious in order to avoid their beautiful walls from getting dirty. Now gone are the days of living in the fear of kids making the house a playground or guests spoiling the walls. With the application of Apcolite Advanced emulsion with Advanced stain guard, the cleaning of the walls becomes a cake walk and is the perfect choice for the high traffic areas of the house as well.”

     

  • Innovatively uses Virtual Reality technology to give consumers an immersive and engaging experience of its academy

    Asian Paints launches ‘Colour Academy 360 degree video’ of its academy

    By A Correspondent

     

    Asian Paints Colour Academy has launched ‘Naam Hoga Toh Kaam Hoga’ initiative with the objective of attracting and training painters and contractors striving to build a name and identity for themselves as a professional. After the success of Saroj, Asian Paints has launched ‘The Colour Academy Visual Tour’ to reach out to more unskilled labour and train them at Colour Academy.

     

    The ‘Saroj’ story showcased how Colour Academy transformed lives of unskilled labour by providing them with skills and support. This video was very well received. Asian Paints Colour Academy received many requests for training; especially from women inspired by Saroj’s journey. In fact a few all women training batches have been initiated at various locations post that. Taking this a step further, Asian Paints Colour Academy has launched ‘The Colour Academy Visual Tour’. This innovative video gives consumers a 360-degree view of Colour Academy.

     

    This is the first time that Asian Paints has used Virtual Reality technology to showcase any of its offerings or services. In fact, this is one of the first times that Virtual Reality technology has been used by a brand to advertise or promote a film. The objective is to create a more immersive and engaging experience with the consumer and leave a deep and long lasting impact on them. The video offers guidance at grassroots level to motivate and inspire people to join Colour Academy. Moreover the video gives one a clear guided tour of the world class training facility and the entire journey of the training course and environment of the academy.

     

    Speaking on ‘360 degree Colour Academy Visual Tour’, Amit Syngle, President-Sales, Marketing & Technology, Asian Paints Ltd said “Our first initiative to promote colour academy was through the digital video, Saroj. Our objective from day one was to reach out to unskilled labour enthusiastic to learn and make a name for themselves but have limitations related society or financial issues. We are here to provide a creative and reputable career opportunity. With 360 degree video format that is available on YouTube and other social media platforms, consumers can now get a deeper insight into Colour Academy. We hope the video will encourage them to enroll for the courses and become a professional in the paint industry.”

  • It is thus an upgrade for a distemper user who wishes to use an emulsion

    Asian Paints unveils new ad campaign ‘Kam Kharcha, Saalo Saal Charcha’

    By A Correspondent

     

    Contract Advertising’s new film for Asian Paints Tractor Emulsions aims at highlighting the value factor of the brand’s emulsions which, according to a communiqué, lasts for many years and hence does not require re-painting every year.

     

    Commenting on the new ad film, Amit Syngle, President – Marketing & Technology, Asian Paints said; “The distemper consumer today has a very strong ‘har saal’ or annual paintings cycle. Through an interesting interplay between an old fashioned father-in-law and a progressive son-in-law, this communications challenges this ‘har saal’ painting cycle where on using Tractor Emulsion, the consumer gets not only a plastic paint finish but also a product that lasts much longer than distemper.”

     

    “Tractor Emulsion had always provided value conscious consumers with awesome looking walls. This had made Tractor the paint brand of choice for the Great Indian Middle Class. This year however, we had an exciting new story to tell. The age old tradition of getting the house painted was getting decimated and replaced with something smarter. This clash of old habits and new ideas was the genesis of the commercial. An authoritarian classical music teacher struggling to keep things stay the way they have always been in the face of a smart young man who knows better. It’s an attempt at showcasing real life humour drawn from the lives of real consumers,” added Ashish Chakravarty, NCD – Contract Advertising

     

    The film opens on a father being received by his son in law on a visit to his daughter’s house and thereafter a debate ensues on the importance of painting one’s house every year. In the course of the film he realises that with Tractor Emulsion there is no need to paint the house every year and thereby reinforcing “Kam Kharcha, Saalo Saal Charcha”.