Asian Paints has announced the launch Tractor Sparc Emulsion for interior walls with the theme of ‘budget wala paint’. The new 360-deg integrated campaign is conceptualized by Ogilvy India.
Said Amit Syngle, MD & CEO, Asian Paints: “Asian Paints, being a customer-centric brand, is always looking to innovate and tailor-make products to cater to all segments of customers in order to beautify their dream home. Our brand, Tractor Sparc Emulsion is designed as an affordable emulsion for the value seeking customer to deliver quality products at a reasonable price. This Emulsion not only reduces the price gap but also makes it possible for the customer to transition from distemper to emulsion. Our new TV commercial for the product is themed around ‘Budget wala paint’ proposition to highlight Tractor Sparc as an affordable emulsion which gives customers’ homes a smooth finish and access to decor without the need to compromise on other splurges planned.”
Added Sukesh Nayak, Chief Creative Officer, Ogilvy Mumbai: “The campaign is based on a very simple idea – ‘Budget mein lage, har shauq poora kare.’ The humour story dwells on the jealousy of the boss and his wife when they see how the junior has managed to afford so many new things in his newly painted house.”
Asian Paints has launched a new ad for its Ultima Protek Lamination Guard. Conceptualised by Ogilvy India, the new ad is directed by Prasoon Pandey. The ad features Ranbir Kapoor, an actor who is seen more in TVCs than the longer format movies in recent years, and focusses on how only a house laminated with Ultima Protek stays truly protected from all elements of weather with the tagline, ‘Baarish, Dhoop aur Dhool ko Aane Do’.
Said Amit Syngle, MD & CEO, Asian Paints Limited: “Consumers are looking for solutions to keep their homes beautiful forever and todays homes are challenged by the vagaries of weather, right from heavy rains to extreme sun and the new age problems of dust. Over the years, Asian Paints has pioneered technology led innovations through its product offerings to bring to consumers nothing but the best. Lamination Guard technology in Ultima Protek is designed to laminate their homes and protect its beauty for years to come. This campaign clearly establishes Ultima Protek, with its Lamination technology, as the Gold Standard of exterior paints.”
Added Sukesh Nayak, Chief Creative Officer, Ogilvy Mumbai: “To show all you need to do is laminate your home to keep it safe, we have Ranbir Kapoor in a double role. Old Ranbir playing a matchmaker to help a young girl find her perfect match. She finally finds her match in young Ranbir living in the house of her dreams, laminated and protected by Ultima Protek from Asian Paints.”
Ranbir acts well. We are looking forward to his longer format Shamshera and Brahmastra this year.
Asian Paints has released a series of digital films to launch Luxury PU Palette Range of Wood Paints with their #ColourForEveryWood campaign. These are conceptualised and executed by its social media agency – Kinnect.
Commenting on the campaign, Chandni Shah, COO at Kinnect said: “Breaking from the notion ‘wood equals brown’, Asian Paints’ latest offering not only transforms old wooden furniture to look timeless but also adds new life to it. Hence, to showcase this product range we wanted to take an approach that was lighthearted and humorous. The team ensured that sarcasm, pun, and charm were on point!”
To create buzz around the product launch, Asian Paints and its social media agency – Kinnect – collaborated with YouTube creators.
Notes a communique: “The campaign garnered over 104+ million impressions, 27.7+ million views and 1.1+ million engagements. Most importantly, the call-out by YouTubers, along with the links mentioned in the description, resulted in 30K+ comments and over 8k+ website visits to buy Viroprotek’s range of products.”
Note from Ed: The data provided above is not third-party, and not verified by MxMIndia. We urge readers to make their judgment.
With the threat of a viral pandemic still looming large, people are unsure how to enjoy the myriad Durga Pujo celebrations and go pandal-hopping this year. And hence the campaign ‘Asian Paints Sharad Shamman’.
Said Sujoy Roy, Executive Creative Director, Ogilvy Kolkata: “Every year, Asian Paints Sharad Shamman adds to the Pujo pallette in different ways. This year, we have tried to capture how colours can bring Pujo home, through the story of a little girl celebrating Pujo with her family. As a brand of colours, Asian Paints has brought Durga home in a way that is as unconventional as it is relatable.”
Added Amit Syngle, MD and CEO, Asian Paints Limited: “Asian Paints Sharad Shamman and Durga Pujo go hand in hand. It is a tradition etched in the heart of Kolkatta since 1985. Hence, we know the value of celebration that revolves around the homecoming of Goddess Durga, the daughter of Bengal. Therefore, this year when people thought Sharadiya will look and feel different, we launched a new film to reinstate the fact that with Asian Paints Sharad Shamman, Pujo is wherever you are. Just as elaborate decorations enhance the beauty of a pandal, Asian Paints adds life and color to homes and celebrations. The video also beautifully captures the family using different Asian Paints products in every part of their home during the festive makeover and pujo celebrations.”
Asian Paints has issued a campaign which includes a TVC that will use ideas across digital and social media platforms to land the message that painting with Asian Paints Safe Painting Services is totally safe.
Speaking about this campaign, Amit Syngle, MD and CEO, Asian Paints Limited, said: “In line with being a responsible and caring brand we are looking at strengthening the Asian paints service brand. We are proactively looking at providing assurance to our customers by supplementing the Asian Paints Painting service with safety and hygiene protocol.
Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “This campaign builds on the insight, how we are always curious to know what’s happening in our neighbour’s home. Building on this, it tells a funny story to reassure not just the home owner but his nosy neighbour too about our safe painting services.”
Brand Engagement is always relevant and more so during the lockdown. Brands are using different tricks for engaging with consumers. Some of them are relevant and impactful, few original and innovative. I believe if there is nothing to say, being silliest is a better option.
The car manufacturer shares tips on how to take care of the parked car. Banks deliver newspaper in your inbox. Antiseptic cream makes sanitisers. Porn site gives free access to premium content so that you stay at home! Soaps shouting about washing the virus and Apps are updating for smoother operations.
Brand engagement during lockdown is part of the strategic initiative in preparedness for the post-lockdown market. Naturally, every brand wants to be on the top of the consideration-set whenever markets open. So, they need to keep the brand connect alive through brand engagement. It is known that the brands engaging the consumers now are most likely to emerge as the front runner post-coved scene.
BRAND ENGAGEMENT
It was interesting to see Durex playing mindgames in its territory. The brand also suggested an innovative way to help out the audience like using it to cover the finger while pressing buttons in the lift.
On the other level, DOVE went ahead to celebrate the Beauty called Courage. It remains credible as the brand is operating within its pre-Covid coordinates defined by inner beauty.
Consider, ‘TAKE THE LOAD’ by Ariel, and it falls in place. The brand is continuously thinking of engaging consumer in different ways and situations. It is an attractive proposition, but I have a problem with it. The brand still addresses housework as a woman’s load. I will discuss this some other day.
Keeping the conversation going during such a crisis is a sensitive area. Some brands have learnt their lessons the hard way. The strategy and the message must remain incomplete internal and external sync. The brand can not have different visible standards or expectations across geographies, product lines and services, internal or external.
BRAND ENGAGEMENT – A TWO WAY STREET.
The brands must realise that ‘The consumer will treat you exactly the way you treat them during this period of crisis’. Remember, we live in an era of information democracy, and it is driving everyone crazy. Once the message is released in the public domain, you no longer are in control. If you are in the arena to commercially exploit the situation, your life will become miserable, sooner than later. At the same time, it is a beautiful space for brands with real purpose and empathy in engaging the audience.
BRAND ENGAGEMENT – PLAY WITH RELEVANCE.
During the crisis, sometimes it is best to remain silent. The well-informed consumer is aware of the situation. Brands are looking towards contactless delivery, but it still is no time for impact-less irrelevant engagement.
The consumer’s transactional deal is restricted to the brand delivering the best at a reasonable price. Or the brands are playfully engaging the consumer while sending a positive, relevant message of importance. Just like the various brands supported Social Distancing by playing around with their logo’s.
BRAND ENGAGEMENT – BE SIMPLE.
One of the compelling ways beyond talk play and intent is to act the intention. Let sharing of the news surrounding the Brand Act be amplification, instead of trying to send out a video in the social space. However, when brands move beyond transactional arena to show their soft touch treating consumers as part of the extended family, the equation shifts from being purely a stakeholder to an active partner. It required empathy, care, understanding and being sensitive to the ecosystem. The brand needs to understand the covert -overt needs and continuously re-defined expectations. It is a tough and risky territory to walk. The brands that see it as only a commercial leveraging opportunity, they fail to understand the double-edged dimensions and in effect do more wrong than the right to their image.
BRAND ENGAGEMENT – ACCEPTANCE COMES WITH RELEVANCE.
Such situations like coronavirus and the lockdown demands that the brands demonstrate care and empathy. However, there is an un-stated boundary between compassion and pity. The brand operating within the bandwidth of experience and tonality have higher chances to succeed.
Mumbai police use of citizen vigilance for Stay Home campaign makes sense. People relate to it, knowing that ultimately police can do that much only. They emerge as a partner- as a peer.
Nearer home, Surf team remains true to the thought Daag Aache Hai. And extends it with Daag Bhai Ghar par Rahenge. The brand extends engagement by sharing fun activities for home on Instagram.
Now, this was brilliant as it came well in the early phase when people were still thinking about how to manage work. It works for Sony It works as the scope remains restricted to helping the daily wage earners in the film and television industry. But what is the Kalyan Jewellers link?
When EMIRATES tells you to stay home and assures with positivity that we will fly soon, you like the approach and the tonality. They are, in fact, not making any new point.
https://youtu.be/IRoAQ3dmOUw
On the other side, when UBER uses a similar tone to thank you for not using them, it seems forced. It is the result of earlier experience and perception of the brand ethos, culture and expectations.
Vodafone used both their famous hugely loved mascots, the ZOOZOO and the PUG to deliver the message. The Pug communication still has something going for it, but the ZooZoo fails to impress.
ASIAN PAINTS keeps the tone of voice consistent in ‘Jab Ghar Mai Saab Ho Toh Ghar khilkhilata hai’, #stayhonestaysafe. It remains within known brand coordinates using a picture of everyday life. Similarly, TATA SKY talks about ‘Ghar Baite Kuch Seekhe’. It is an example of excellent connect with its known educative and activity-based channels.
BRAND ENGAGEMENT – CAN ALWAYS MOTIVATE.
And when there is nothing -nothing to say and the brand still wants to keep the conversation going. They fall back on positivity to keep people motivated, usually with a dose of singing and celebrities.
When you overstretch and try being arty like HUL. It snaps because of a hyper stretch. It fails to evoke similar emotions.
However, when Mahindra says,- Some wheels will keep moving, you relate to it. And the treatment makes you feel so much better.
BRAND ENGAGEMENT- AUDIENCE AWAIT ACTION.
Though travel is a bad word during the lockdown, I was looking forward to engaging relevant and sharply focussed communication from Samsonite. It had reoriented its coordinates when they made the earlier communications including the one during Kerala floods. It will be a waste of a marketing opportunity if Samsonite does not subtly engage the audience in this crisis.
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BRAND ENGAGEMENT- LIGHTER MOMENTS.
On the side, the crisis also made room for some absurd but thoroughly enjoyable videos. The one that is my favourites features Shekhar Gupta and @HoeZaay. He tries explaining the concept of tomorrow in a Swami Nityanand style. Shekhar Gupta may not need new audiences – but this viral must have worked for him.
Asian Paints has released the second digital film under ‘Har Ghar Chup Chaap Se Kehta Hai’ capturing people’s love for their homes which has been rekindled during the lockdown.
Conceptualised by Ogilvy India, the film showcases individuals and families taking care of their homes in the current quarantine period. Upkeep of the house, an otherwise trying exercise, has now become a source of joy to family members. Children, grown men, even pets, everyone in the house is chipping in with their share of household chores. This relevant truth is beautifully captured to show how one’s relationship with one’s home, a relationship at the core of brand Asian Paints, is rekindled.
Voiced by Piyush Pandey and directed by Neha Kaul of Corcoise Films, this video will surely bring a smile on everyone’s face and remind them what their home has been to them; a place of security.
Speaking about this new ad, Amit Syngle, MD and CEO, Asian Paints: “Our second video is a very different take on the emotions associated with Homes, wherein the Home personification and its relationship with the people who live there comes to light in a very beautiful, interconnected way. The whole camaraderie between the home and the members, bring the joy in reliving those real moments which strongly define the emotional connect. Relationships rekindle the fun routines and some lively activities, combined with daily chores, bringing the social message of Stay Home Stay Safe alive.”
Added Sukesh Nayak, Chief Creative Officer, Ogilvy India: “Staying at home we found a new corner in our home which has become our favourite spot and we found places to clean that we never did before. We found new love for our homes and we decided to capture this love in our film.”
Sharing his thoughts on the film, Sam Balsara, Chairman and MD, Madison World said: “Asian Paints has done an amazing job of staying alive in the consumers’ mind, not by eulogizing their paint but empathizing with their consumers by highlighting to them the joys of doing household chores, staying at home; thereby making the most of the unfortunate circumstances that consumers find themselves in today. My compliments to Team Asian Paints and Ogilvy for the idea and producing not just one but two digital films from home. This move will earn Asian Paints tremendous goodwill of its customers which will benefit the Company for time to come. Asian Paints is not only the leader in Paints, but has behaved like one.”
Post Office Studios, a new media technology company based in Mumbai, has partnered with Asian Paints to conceptualise and produce five animated films for their campaign ‘Colour Next 2020’, which were released at India Design ID 2020.
Said Aditya Tawde, Chief Creative Officer, Post Office Studios: “Our goal with these films was to do justice to Asian Paints’ year-long research and resulting trends, while lending each of them a distinct visual look and feel unique to the trend in question. It’s always exciting to brainstorm on the visual depiction for the Colour Next series, since the output is an interesting blend of the existing research undertaken by the brand, the diversity of each trend, and design and animation treatments that are currently trending within the industry. As with our other projects, our creative process involved putting together a huge stylescape of references resembling each trend, which we used as a base to identify the ones most appropriate. For this year’s series, we also made the decision of not having voice overs for our films, allowing the visuals to be the highlight, complemented by meticulously designed music and sound design that matches the mood of each animation.”
Asian Paints has launched a campaign to establish Ultima Protek as the gold standard of exterior emulsion. Conceptualised by Ogilvy India, the ad has been directed by Manoj Pillai.
Speaking about the new ad campaign, Jaideep Kanse, CMO, Asian Paints Limited said: “Kerala has always been a flagbearer in the country to set the roadmap as far as the exterior painting is concerned. The consumers of Kerala clearly understand their requirements from the exteriors considering the vagaries of weather the state undergoes. Asian Paints has always pioneered technology led innovation through its products to bring to consumers nothing but the best. This campaign is yet another step in that direction where Ultima Protek will be one stop solution to all the current problems pertaining to exterior walls”.
Added Kiran Anthony, CCO, Ogilvy India: “A world renowned home needs a world-class paint that keeps paayal (algae) and vilal (cracks) away. In this series, Joesettan is seen sharing this recipe to a stunning home freely with a worldwide audience drawn to the beauty of his home”.
As a part of the national campaign for ‘Royale Health Shield’, Asian Paints has launched its second TVC that encourages consumers to choose an anti-bacterial paint that cares for your health. Conceptualised by Contract India, the ad is directed by Vivek Kakkad and stars Deepika Padukone and Ranbir Kapoor.
Speaking about the new ad campaign, Amit Syngle, COO, Asian Paints Limited said: “Safety and hygiene has become a pressing matter today. People believe that the health of one’s home reflects one’s personal health and this is what makes Asian Paints “Royale Health Shield” a healthy choice for a concerned consumer. With Silver Ion Technology, as recommended by the Indian Medical Association (IMA), Asian Paint’s Royale Health Shield not only ensures that walls are bacteria-free, but offers the finest looking walls ever. Our second TVC with our brand ambassadors brings to light this very message but in a friendly and casual way.”
Madison BMB has announced the release of its latest commercial for modern kitchens brand Sleek. The agency evolved the concept of the campaign, including its tagline ‘Modern Kitchens for Modern Minds’, from an extensive consumer research where respondents equated modular kitchens with openness and modernity.
Said Pragyan Kumar, Vice President, Home Improvement, Asian Paints: “At Sleek Kitchens, we strongly believe in being in sync with the times, and that design can play a vital role in supporting the demands of our new lifestyles. The ethos of ‘Modern Kitchens, Modern Minds’ drives our innovation effort, and that’s the value we bring to our consumers: well-designed kitchens that are not just beautiful, but also makes things simpler and easy to use for all. Right from the concealed step ladder that provides easy access to those difficult to reach areas, smart chimneys and other appliances that make cooking a breeze or the overall kitchen design itself, every aspect and detail is thought through to ensure you get your dream kitchen. The joys of the modern family enhanced by a modern thoughtfully designed kitchen – that’s been the essence of Sleek and this TVC.”
Added Amit Syngle, Chief Operating Officer, Asian Paints: “Asian Paints’ foray into home improvement segment has been able to help us strengthen our vision of partnering people in creating beautiful homes. The kitchen as a space has transformed from a purely functional area to a place showcased with pride. Sleek’s ability to understand each customer’s requirement and build their dream kitchens fits in well with the overall Asian Paints vision.”
Said Raj Nair, CEO and Chief Creative Officer, Madison BMB: “This is the relaunch of Sleek Kitchens, India’s most well-known Modular Kitchens brand, since becoming part of Asian Paints. The modernity in the design, the openness of the layout of the kitchen, the contemporariness in the aesthetics, the attention to detail, all thoughtfully combine to create a truly distinctive offering. Take for instance the mid-way organiser that makes for convenient stacking at arm’s length. Or indeed the extremely convenient and unobtrusive step ladder. Just a couple of ultra – thoughtful features designed to dazzle. Matched with the most modern appliances like the hobs, the exhaust, the oven, even a concealed fridge! When presented by a leader like Asian Paints, the modernity of design transfers to modernity of thought that appeals to the modern minds of today. Therefore, very simply, who says a man cannot rule a kitchen? And along the way impart a few important life lessons to his son? We look forward to the communication involving film/print/outdoor/point of sale material cooking up very positive feelings among consumers, considering the package was already a hit at the dealer launch.”
To create buzz around the product launch, Asian Paints and its social media agency – Kinnect – collaborated with YouTube creators.
Brand Engagement is always relevant and more so during the lockdown. Brands are using different tricks for engaging with consumers. Some of them are relevant and impactful, few original and innovative. I believe if there is nothing to say, being silliest is a better option.
Post Office Studios, a new media technology company based in Mumbai, has partnered with Asian Paints to conceptualise and produce five animated films for their campaign ‘Colour Next 2020’, which were released at India Design ID 2020.
Asian Paints has launched a campaign to establish Ultima Protek as the gold standard of exterior emulsion. Conceptualised by Ogilvy India, the ad has been directed by Manoj Pillai.