MxMIndia

Tag: Asian Paints

  • Aims to strengthen the connect with IPL by extending the partnership as an Associate Sponsor for the league

    Asian Paints partners KKR for Vivo IPL 2019

    By A Correspondent

     

    Asian Paints has announced its association as official sponsors for Kolkata Knight Riders in addition to the continued association with IPL.

     

    Commenting on the association, Amit Syngle, COO, Asian Paints, said: “We are proud to be associated with IPL & Kolkata Knight Riders for the 12th IPL edition and are confident that this association will be a successful one. IPL continues to be a prestigious platform that has thrived over years, witnessing massive brand collaborations and visibility. KKR is considered to be one of the most coveted teams in the lucrative T20 tournament and this association is an added benefit for us to strengthen our connect with our consumers spread across the breadth of the country with a focus on the east.”

     

    Added Venky Mysore, MD & CEO, Kolkata Knight Riders: “It’s a pleasure to have a great brand like Asian Paints associate with us. At Knight Riders we like to work with credible brands who bring a lot of value to the partnership and with Asian Paints it’s yet another step in that direction.”

     

     

  • 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.”

     

     

  • It comprises a digital campaign that comes alive through the fusion of various art forms to create unique pieces of content

    Ogilvy executes latest Durga Puja campaign for Asian Paints

    By A Correspondent

     

    Over the years, Asian Paints Sharad Shamman has been connecting with the people in Kolkata through the on-ground activity and media support. This year, Ogilvy has conceptualised a campaign titled #DurgaPujoRocks. It comprises a digital campaign that comes alive through the fusion of various art forms to create unique pieces of content.

     

    Said Jaideep Kanse, General Manager – Brands, Asian Paints Limited: “Asian Paints has always believed in celebrating creativity and art. It was with this intent that Asian Paints Sharad Shamman was initiated and now over 34 years of this we feel the love and respect of the people every time we are in Kolkata during Pujo. We are extremely proud to associate with Lakkhichara and bring out a fusion song that mixes traditional art forms like Pattachitra and Baul along with regional rock, truly #DurgaPujoRocks.”

     

    Added George Kovoor, Group Creative Head, Ogilvy Mumbai: “#DurgaPujoRocks is a unique form of storytelling, combining traditional performing arts with modern rock music to create a piece of content that engages a generation of youth who are getting detached from the traditions and rituals of Durga Pujo. They are going to see Pujo in a way they have never seen before.”

     

     

  • 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 content provides a local twist while giving the consumers an understanding of the wide range of products Asian Paints has to offer

    Asian Paints unveils its new series, ‘Live Stylishly’

    By A Correspondent

     

    Conceptualised, written and produced by Supari Studios, Asian Paints has launched another series of ‘How To videos’ around home décor ideas.

     

    Said Nisha Vasudevan, Director, Asian Paints Live Stylishly Season 3: “We aimed to create inspirational and aspirational yet snackable content that will showcase the Asian Paints catalog by illustrating how colours transform a space. We went with snappy scripts complemented by supers that would ensure the audience retains the messaging even if audio didn’t play. The spaces were revamped using choreography created using various sets of hands – they snap, click, and select throughout the videos, and act as catalysts for transformation. No characters are visible in the frames – this has allowed for seamless, fun and clutter-breaking visuals that focus on the spaces. One of the other challenges included the time-frame – we had just three days to shoot 20 videos. To achieve the above, we’ve used a mix of stop-motion, compositing and chroma cleverly. All departments had to work hard and smart, and this has translated into a set of neat, lucid and entertaining videos for Asian Paints’ Live Stylishly Season 3.”

     

    Added Manoti Jain, Executive Producer, Supari Studios: “For Asian Paints Live stylishly, we wanted to build a brand IP that was strategically relevant and would serve as a powerful content territory for the brand. At the inception of the idea the focus was to build a content strategy that meets both the brand’s goals and engages with the intended audience. We have created a total of 20 videos that revolve around information that the consumers are constantly seeking for while doing up the house. As next steps we are looking to create more videos in the space making Home Decor synonymous with Asian Paints in India.”

  • 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.”

     

     

  • Star India and Vodafone were joint Client of the Year at the Emvies 2017 held on Friday evening

    It’s Mindshare again as Agency of the Year

    By A Correspondent

    The 17th edition of the coveted Emvies 2017 saw Mindshare bagging the top honour – the coveted Agency of the Year trophy. Wavemaker, the new agency born out of the merger of Maxus and MEC, came a close second.

    As for Client of the Year, the honour was shared by Vodafone and Star India. The Grand Emvie was bagged by Madison and Asian Paints for Best Media Innovation – Media – Digital Search.

    Speaking about the changing dynamics of campaigns and the importance of being relevant, Punitha Arumugam, 2017 Awards Chairman for Emvies, said, “India has been at the forefront of many ingenious campaigns that showcase high effectiveness and the EMVIEs remain committed to recognising such outstanding communication stories. Being one of the most trusted and coveted awards in the category, the Emvies continue to scale with increased participation and representation from across industry stakeholders.”

    Elaborating on the scale and the entries, Partha Sinha, 2017 Awards Co-Chairman for Emvies said, “The Emvies 2017 has successfully contributed towards recognising high impact media campaigns that have made a difference. It continues to be one of the most coveted awards within the industry.”

    In his welcome address,  Vikram Sakhuja, President of The Advertising Club said: “In its 17th year now, the Emvies has continued to grow in scale and strength, emerging as the gold standard amongst media awards. With a jury consisting of over 211 distinguished industry leaders from across the country, this has been a transparent process to select transformational work. We are engaging with some top global content sites to showcase the best of our archives to the world.

  • The campaign, conceptualised by Madison BMB, is set to launch soon with a TVC

    Madison BMB launches Royale Bathrooms for Asian Paints

    By A Correspondent

     

    Asian Paints is introducing a new range of luxury bath fittings under the brand Royale Bathrooms with a campaign conceptualised by Madison BMB.

     

    The campaign has a TVC, which focuses on luxury bath fittings for home owners in the premium bathroom space. The objective of the TVC is to establish Royale Bathrooms bath fittings as a premium brand with an elegant range of taps and faucets.

     

    Said Pragyan Kumar, Vice President, Asian Paints Home Improvement Division: “We are proud to take the Royale brand forward in the bathroom products space and offer consumers a wide variety of world class designs with unique features and superior performance.”

     

    Added Raj Nair, CEO and Chief Creative Officer, Madison BMB: “While Royale as a premium brand offering from the Asian Paints portfolio needs absolutely no introduction, this is the first piece of communication for Royale Bathrooms. The striking visual signature and the sophisticated design aesthetics of the Royale portfolio catering to an evolved target group needs to be established. In simple terms, the portfolio is designed with the signature Royale style that can lead to a truly lasting impression. The idea that you might have to deal with a party moving to the bathroom was an interesting way of communicating the same.”