Tag: Asian Paints

  • Sania Mirza reveals the design story of her luxe abode In Asian Paints Where the Heart Is, season 7

    Sania Mirza reveals the design story of her luxe abode In Asian Paints Where the Heart Is, season 7

    Mumbai: “Every house says something. I think my house said that the home was built with a lot of love. There’s a lot of memories that we share with a lot of love.”, said Sania Mirza. The global tennis sensation reveals the story of her home as she takes audiences through her beautiful abode in the four episodes of Asian Paints Where the Heart Is, Season 7.

    Sania’s two-storey villa stands out with an all-white exterior characterised by circular columns and a striking horse sculpture that graces the front door. The home features an architectural style reminiscent of Classical Greek design. This design exudes elegance and an iconic charm, creating a unique visual impact.

    As you enter her home, sharing insights about her expansive ground floor living space, Sania Mirza reveals, “This is the space where we spend, probably the most time in this house. It is the most spacious sort of living, drawing slash dining, slash kitchen which has now been converted into a foosball table area for my four-and-a-half-year-old son.” Sania reflects on how her son, Izhaan, has brought vibrancy and playfulness to the home, making it a more joyful place for everyone.

    Seated in the lounge room designed for hosting friends and family, Sania is joined by her younger sister, Anam Mirza. Together, they delve into sharing a few cherished memories, “Sometimes I feel like she is the older sister in this relationship. We are closer than most siblings would be if they are eight years apart. I was around 12, or 13 when I started travelling nationally. And that’s when we actually bonded a lot as a family. Not just me and her, but also my parents,” narrates Sania.

    The lounge reflects Sania’s design sensibilities as one sees the infusion of strong accents of gold and a luxurious carpet on the floor, both adding a touch of glamour and grandeur to the space.

    Adjacent to the lounge room is a personal space, an intimate lounge with a cosy sofa perfectly positioned for watching TV or enjoying a good book. It’s a space where Sania can unwind and find solace amidst her busy schedule, a reflection of her desire to create a home that caters to both style and comfort.

    Moving to the upper floor, Sania highlights the importance of peace in her life and the most peaceful room that she has built in her home, the prayer room. “I come from a belief of extreme spirituality. It keeps me grounded and this room is where I go when I feel unsettled, when I feel unstable. The colours of the carpet, the colours on the walls, everything is just really light. It’s just really, really fresh. Just makes this room almost feel like there’s a halo around it and makes it look pure,” expresses Sania.

    Sharing the story behind her son, Izhaan’s delightful room Sania shared, “The first thought was the room needed to be right next to mine so that he was close. He’s a boy and he loves blue, so I was like, “Okay, let’s make it blue and grey.” And that’s how the colour actually came along. It’s a nice spacious room with a lot of light.”

    Opening up about the master bedroom Sania said, “As you can see, there’s a lot of earthy tones used in the bedroom. The only thing that brings a lot of colour is green which I love. It’s the deep, bottle green that I really wanted.”

    While playfully going through picture cards of different spaces of her home, Sania explains the why’s behind every element, especially the bold use of gold.  “I feel like gold is something that can look very bad if you use it badly. But this very room, this dining and the drawing behind me, I’ve used some gold accents just to give it a little bit of a grand sort of look.” The artist in Sania comes to light.

    Sania’s home is a sanctuary where victories are celebrated, memories are made, and comfort is found—the place where she finds sanity in her bustling life. Watch Sania Mirza’s sense of decor and design beyond her tennis prowess in Asian Paints – Where The Heart Is Season 7.

  • Asian Paints declares Ultima Protek the ultimate home lamination paint

    Asian Paints declares Ultima Protek the ultimate home lamination paint

    Mumbai:  In the pursuit of creating their beautiful homes, consumers seek a perfect & durable solution. For their home exteriors, they search for an effective paint that will protect it from severe weather & dust. Asian Paints is a brand that is synonymous with beautiful homes & has been consistently offering innovative solutions. Its revolutionary exterior wall paint Ultima Protek stands out as the ultimate ‘lamination paint’, offering the toughest of protection against severe rain, sun and dust.

    With this new ad, Asian Paints reinforces the positioning that Ultima Protek is the best lamination paint. Featuring popular southern actor and comedian Sathish Muthukrishnan as ‘Chandru,’ the advertisement humorously showcases the exceptional features of Ultima Protek. The ad also highlights the cutting-edge Lamination Guard Technology which makes it the top choice for consumers.

    Conceptualised by Ogilvy India, the TVC features the main lead, Chandru, a proud homeowner who recently painted his home with lamination paint, Ultima Protek. The film showcases various seasons, where neighbours approach him marvelling at his home’s stunning appearance after facing severe weather conditions. From scorching summer heat to incessant monsoon rains and heavy storms and dust, no matter what the home keeps shining. As the house stands firm and undamaged, and each neighbour is impressed in every situation, Chandru can’t wait to share the name of his lamination paint. However, every time he tries to reveal the name, a neighbour says it first. Everyone spontaneously states that he’s used lamination paint, Ultima Protek. With admiration, each neighbour refers to him as ‘Super Chandru.’

    Speaking about the new Ultima Protek TVC, Asian Paints MD, and CEO Amit Syngle shared, “Our core concept for Ultima Protek comes from the simple insight that people laminate items they cherish. They do so to protect and extend their lifespan. Homes are one of our dearest possessions. This led to our consistent communication over the years about Ultima Protek as the best ‘lamination protection for your walls. This has resulted in consumers specifically asking for ‘lamination paint’, which is exactly what Ultima Protek delivers. In line with this messaging, our new TVC underlines the essence of lamination protection through the relatable narrative of ‘Super Chandru’. The ad film further solidifies Ultima Protek as the best lamination paint available today for your homes.”

    Ogilvy India Chief Strategy Office Prem Narayan added, “Consumers in the region associate ‘lamination paint’ as a convincing barrier against adverse weather. Past campaigns made lamination paint benchmark for exterior paint. Adding to the same, the new campaign strengthens the association of Asian Paints Ultima Protek with ‘lamination paint’.”

    With Ultima, Protek comes with a ten-year performance warranty. Homeowners can rest assured that their cherished homes will be protected from rain, heat, and dust for years to come with Ultima Protek.

  • Delve into Sunil Grover’s inner world in Asian Paints Where The Heart Is, Season 7

    Delve into Sunil Grover’s inner world in Asian Paints Where The Heart Is, Season 7

    Mumbai: “Home is where you meet yourself. So, this is a very special place,” says beloved Indian actor-comedian Sunil Grover as he graciously welcomes audiences into his beautiful home in the third episode of Asian Paints Where the Heart Is, Season 07. Located in the suburbs of Mumbai, the home, designed by Sunil’s wife and celebrity interior designer Aarti Grover, is a true reflection of the couple’s charm and vibrancy. The episode is filled with laughter, warmth and captivating stories, offering an intimate glimpse into their lives.

    “I started with one room kitchen apartment, which was a rented apartment. I was equally happy. But then after two years, maybe three years, I added one bedroom and next year one more bedroom. Doesn’t matter how many bedrooms or the carpet-area that you have. You should be happy. I was equally happy when I was living in a rented apartment and I’m happy to have a home in Mumbai.” shared Sunil.

    The entrance wall features a larger-than-life floral mural, complemented by a wooden dining table, the space in enveloped by rich wood accents and features a double-height wall with floor-to-ceiling windows. These expansive windows allow the beauty and elegance of sunlight to gracefully dance across the room creating a joyous and pleasing atmosphere.

    The strategically positioned kitchen with charming 360-degree rotating windows open up into an unobstructed view of the balcony. The Moroccan tiles that resemble the South Indian Rangoli design, vibrant upholstery, and abundant sunlight with cross ventilation create a perfect fusion of creativity and functionality in their home.

    The upper floor presents a panoramic view of Mumbai, a scene that mirrors Sunil’s life and journey in the city. Standing on his balcony, he can see every place he’s lived in, tracing the milestones as he moved along to reach the heights of his life. His TV room, with special soundproofing, holds a special place in his heart, bringing back fond memories of voice-over and recording sessions.

    Sunil Grover’s home is a lively celebration of life, exuding simplicity, warmth, and positivity. From charming hand-painted murals to a carefully set dining table, every detail mirrors his playful and creative spirit. In this episode of Asian Paints Where The Heart Is 07, Sunil Grover’s home shares a beautiful story of joy and warmth.

  • Nidhi Sinha joins Publicis Worldwide India as VP of planning and strategy

    Nidhi Sinha joins Publicis Worldwide India as VP of planning and strategy

    Mumbai: Publicis Worldwide India has appointed Nidhi Sinha as vice president of planning and  strategy. She will operate from the agency’s Mumbai office and report to Snehasis Bose, chief  strategy officer.

    With a robust background spanning over 13 years in consumer insights, trends and market  intelligence, Nidhi will be instrumental in supporting the strategic direction and growth of all  Publicis Worldwide India clients.

    Sinha joins the agency from McCann Global, where she crafted successful strategies for  brands such as Bajaj Electricals, Asian Paints, Yes Bank, Tata Capital and Complan. Her  advertising journey began at Contract Advertising, where she steered planning and strategy  for brands like Shoppers Stop, HSBC, L&T Realty, among others. Additionally, she possesses  expertise in data analytics and research through her roles at Fractal Analytics, Nielsen, and  Mintel.

    Commenting on Sinha’s appointment, Bose said, “Nidhi’s  multidisciplinary experience and deep sense of ownership is what sets her apart from the  traditional, dyed-in-advertising planners. At a time, when advertising itself is going through  churn/evolution, hers is the kind of experience we need to navigate and deliver impactfully  on the Publicis Worldwide promise of Creativity To Drive Brand Value.”

    Sinha added, “I am thrilled to join Publicis Worldwide India,  an agency driven by the philosophy of ‘Power of One’ and a culture that allows you to grow. Using my expertise in data and tech, I am looking forward to leading strategy conversations  for our clients. I believe that with a strong culture, great leadership and client centricity we  will be able to take the agency to new heights.”

    Sinha has played a pivotal role in successful campaigns for Shoppers Stop, Asian Paints, Kisna,  Yes Bank, among others. 

  • Explore homes and hearts in season seven of ‘Asian Paints Where the Heart Is’

    Explore homes and hearts in season seven of ‘Asian Paints Where the Heart Is’

    Mumbai: Home, where we create our most cherished memories, where the laughter of loved ones fills the air, and where we discover comfort and solace, is the place where the heart truly resides. Capturing this deep bond Asian Paints is back with the new season of its beloved original home décor digital series, ‘Asian Paints Where the Heart Is.’ The series will once again take audiences on a captivating journey through the homes of celebrated personalities who have opened not only their doors, but also their hearts to offer a glimpse into their world. Viewers can watch the new season on Asian Paints’ digital platforms as well as on leading OTT platform, Jio Cinema.

    Season 7 brings a wealth of home décor inspiration to audiences through captivating personal stories shared by admired celebrities. In this season, prominent personalities like Janhvi Kapoor, Karan Johar, Sania Mirza, Sunil Grover, Falguni & Shane Peacock and Harbhajan Singh have warmly opened their homes, offering viewers the opportunity to discover their design ideas and gather décor inspiration that have shaped their living spaces. The episodes also delve into the significance of relationships and what ‘home’ means to them.

    The new season introduces interesting new elements to make the series even more enriching for audiences. This time, each celebrity steps into the role of a decor expert, adeptly guiding viewers through every aspect of their homes. They unveil design elements that make their spaces unique, sharing the ‘how’ and ‘why’ behind their décor choices. This provides viewers with richer décor insights into celebrity homes and a deep understanding of what makes their homes special to them. From prominent design features like furniture and color palettes to subtler details, such as the flowers evoking childhood memories or the warm embrace of light, the celebrities walk audiences through every facet of their living spaces.  

    This season also highlights the emotional connection people share with their homes. It showcases the power of empathetic décor with celebrities sharing their choices, such as selecting a soothing colour palette, choosing comfortable and cozy furniture, and incorporating personal elements such as photographs or meaningful artwork. Season 7 brings to light stories about creating spaces that are not only aesthetically pleasing but also emotionally nurturing and supportive to the people who live in them. It captures the warm, lived-in spaces of the celebrities’ home, where every corner has a story to tell.  

    To further enhance the viewer experience and provide them with a seamless way to recreate the celebrity-inspired look in their own homes, Season 7 introduces convenient style guides in each episode. In this special segment, celebrities break down the décor elements in their homes, offering viewers a close-up view of the unique details that define their spaces. This engaging segment directs viewers to BeautifulHomes.com, Asian Paints’ comprehensive decor services platform, offering a wide range of home and décor items. Here, viewers can easily find inspiration from the show and effortlessly replicate a similar aesthetic in their own living spaces.

    Commenting on the new season, Asian Paints Ltd MD and CEO Amit Syngle said, “Asian Paints Where the Heart Is’ moves into the 7th season, it continues to give wings to the emotional equity of our corporate ethos – “Har Ghar Kuch Kehta Hai”. We take viewers on inspiring home tours where their favourite celebrities take them through the process of putting different parts of the puzzle together to form their idea of a home that is both emotionally and stylistically impactful. This year, we will be amplifying our reach across the digital video and social platforms – while the series continues to rest on YouTube, we will also be leveraging the OTT viewership via our partnership with Jio Cinema. The season also integrates the “Beautiful Homes by Asian Paints” ecosystem in a stronger way via meaningful integrations through the content.

    Our show has not only sparked a deep-seated love for home decor but has also been a guiding light, helping people truly understand the art of interior design and recognise the value of their homes. We firmly believe that our homes are a reflection of who we are, and they deserve to be celebrated. I am delighted to have some of the industry’s top personalities graciously open their homes, sharing their personal design stories and the significance of a place they call “Home”. This series continues to bring joy & inspiration for the end consumer via this soothing content that has a universal appeal.”

    Sharing his perspective on the fresh season, Stories in Motion co-founder Joshua Karthik said “In its seventh season, ‘Asian Paints Where The Heart Is’ continues to be that rare and beautiful window into the idea of a ‘home’. This year, the depth of feeling that our stunning cast holds for their homes finds perfect articulation in the show: their roots, their loves, their longing, and their celebration of family. And more so than ever before, this set of episodes is a reminder from Asian Paints that a home is what you make of it.”

  • Asian Paints’ new video campaign takes homeowners to the ‘Next Level’

    Asian Paints’ new video campaign takes homeowners to the ‘Next Level’

    Mumbai: Everyone wishes to have a home of their dreams. However, not everyone knows the right way to actualise this long-cherished dream. Asian Paints’ beautiful homes service bridges the gap with an exclusive interior design service curated to address the challenges homeowners face in bringing their unique vision to life. To raise awareness about the distinctive home design solutions offered, Asian Paints has launched a new digital campaign for their Beautiful Homes Service that chronicles the journey of a young couple pursuing interiors for their dream home.

    The ad film resonates with homeowners embarking on a journey to elevate their home interiors to the ‘Next Level.’ It opens with a young couple engaging in a conversation with a Beautiful Homes Services Consultant, sharing slyly taken photographs of kitchens, rooms and living areas of the homes of their friends and relatives. Their aspiration is to draw inspiration from these spaces to create a one-of-a-kind home of their own. This relatable scenario is humorously portrayed, shedding light on the universal desire for distinctive homes. The consultant’s continuous nodding throughout the conversation ends with an amused look upon seeing the pictures, remarking that it’s unnecessary for creating a home that perfectly aligns with their preferences.

    Leveraging its deep understanding of homeowners’ preferences, the video then shows a diverse selection of products ranging from modular kitchen to furniture, furnishings, and lighting that Asian Paints Beautiful Homes Service offers. It drives the message on how the service empowers homeowners to explore designs that go beyond the standardized options. The digital commercial concludes with the couple content with their tastefully decorated and functional home, tailored to their needs. They playfully observe their neighbours discreetly taking pictures of the couple’s home, reflecting on the initial inspiration they sought.

    Beautiful Homes Service from the house of Asian Paints, known for its expertise in turning living spaces into personalized havens, advocates for homes that align with the homeowners’ unique aesthetic and practical needs, rejecting the notion of mere replica of someone else’s home. What sets this service apart is its flexibility; it caters to homeowners’ needs, whether the renovation is focused on a single room or a specific area of the house.

    Beautiful Home Service is an all-inclusive solution for homeowners, covering everything from planning to execution, timely delivery, and warranty. It is designed to comprehend each consumer’s vision and create spaces that harmonize with their distinctive style, guaranteeing that every home becomes a genuine embodiment of its owner’s individuality. 

  • Asian Paints unveils ‘Mera Wala Mood’ Diwali campaign

    Asian Paints unveils ‘Mera Wala Mood’ Diwali campaign

    Mumbai: Asian Paints, a name synonymous with vibrant homes and special moments, has launched a heartwarming campaign for the upcoming Festival of Lights. The ‘Mera Wala Mood’ campaign is a beautiful concept that embodies the essence of Diwali and explores the deep connection between emotions, colours, and homes, featuring a delightful tech intervention.

    Being a pioneer in the décor space, Asian Paints owns the emotion of home more powerfully than any other brand in India. Their corporate ethos, ‘Har Ghar Kuch Kehta Hai’ is timeless and the brand has a rich history of creating iconic campaigns that beautifully explore and narrate the relationship between home and their residents. The storytelling in their ads, like the Mera Wala series, resonates deeply with the audience and has touched a million hearts.

    Extending the ‘Har Ghar Kuch Kehta Hai’ thought, the new tech-integrated ‘Mera Wala Mood’ campaign conceptualised by Ogilvy, carries forward this tradition with a new level of emotional depth.

    At its heart, “Mera Wala Mood” is driven by a simple thought: while festivals are times of joy and celebration, they also evoke a myriad of emotions for various reasons. The campaign celebrates the idea that our homes are more than just structures; they are living extensions of our moods and emotions and support the person through all the various moods that they experience during the festive season. Through the technological intervention of a face scanner, this insight comes to life.

    When consumers use their phone camera to scan their face on the Mera Wala Mood microsite, the technology skillfully captures the viewer’s expression and mood. Based on their mood, a specific colour is associated with their emotion, and a personalised film is unveiled. Each film reveals a unique home setting, beautifully adorned with Diwali-related décor elements of colour that represent the viewer’s mood. For instance, if a viewer displays a happy expression, the filter showcases a room bathed in festive and joyous yellow tones, accompanied by a corresponding poem.

    Each film features an individual poem that elevates the chosen colour and the emotion it embodies. These poems, gracefully narrated by the legendary Piyush Pandey, breathe life into the diverse range of emotions experienced during the festive season. This tech-savvy style not only engages the audience but also helps to communicate the connection between emotions, colours, and homes in a unique and deep way.

    Asian Paints Ltd CEO and MD  Amit Syngle said, “While Diwali brings great joy and delightful surprises, it also unveils a spectrum of mixed bitter-sweet emotions, all for various reasons. These diverse emotions are experienced in every home, making it a living canvas of colours and sentiments reflecting the unique essence of the beings that reside in them. This is the very essence of our long-standing corporate message Har Ghar Kuch Kehta Hai, which continues to resonate in our Diwali campaign this year. Our homes truly tell stories about us, our moods, and our emotions, and #MeraWalaMood seeks to celebrate this beautiful narrative. The campaign is here to give consumers a warm and positive feeling and shares a series of heartfelt films and poems that leave the viewer with wholesome, feel-good emotions.”

    Ogilvy India CCO Sukesh Nayak said, “#MeraWalaMood has a simple human insight at its core – Even though festivals are happy times, due to various reasons, we experience many other moods too. And, at the end of the day, it is our homes that take care of all our moods. This insight led to an interactive idea, to make personalised ads for every mood. This vision was brought alive with a face scanner that accurately scans a face – from the squint of the eyes to the folds on the forehead, to reveal the mood. The mood is then revealed by a film that showcases the corner of a home in the colour that represents the viewer’s mood.”

  • Eloelo app launches digital campaign for its game show with Aakash Chopra

    Eloelo app launches digital campaign for its game show with Aakash Chopra

    Mumbai: Eloelo live entertainment app, has launched a digital campaign for its live game show, ‘Diwan-e-Cricket.’ The campaign video highlights the craze of the cricket World Cup in India. Eloelo’s game show ‘Diwan-e-Cricket,’ is an engaging cricket quiz show hosted by celebrated cricket analyst, Aakash Chopra. Cricket enthusiasts can prepare for a thrilling experience and compete for Rs one lakh in cash prizes and the chance to meet Aakash Chopra live.

    Aakash Chopra’s X (tweet) on the campaign:

     

     

    Brands like Meesho, Ajio, Pizza Hut, Zee5, boAT, AbhiBus, Asian Paints, Coin Switch, Parle-G, and Zepto also reacted to the campaign on X (Twitter).

    Starting on  8 October 2023, ‘Diwan-e-Cricket’ will captivate viewers during the innings break of every India match in the ODI World Cup. Aakash Chopra, former Indian cricketer, renowned commentator, popular YouTuber, and esteemed columnist, will kick off the dynamic live show with insightful match commentary and offer an opportunity for Eloelo app users to interact with him on the live show. The quiz will follow, featuring four options per question and a countdown timer. The contestant with the most accurate responses will have the opportunity to claim enticing cash rewards.

    Host of the game show Aakash Chopra said, I am excited to host Diwan-e-cricket exclusively LIVE on the Eloelo App which is one of the leading live streaming platforms in India. Cricket is of course a sport that unifies the entire nation and the way Eloelo has envisioned the show, with both live interactivity with users and a fun game show combined into a first-of-its-kind concept is what really got me interested. It combines the nation’s interest in the ongoing World Cup with a deewangi for cricket in general, in a unique and fun way. Cricket lovers are sure to love the show.

    Eloelo CEO Saurabh Pandey emphasised the company’s unwavering commitment to creating interactive entertainment that aligns seamlessly with Indian sensibilities. He commented, “At Eloelo, our aim is to tap into the shifting consumer behaviour from TV-based content consumption to mobile-based content consumption. With the World Cup fever across the country, we want to extend our app users a chance to not only engage with their favourite game live with an expert but also stand a chance to win big. ‘Diwan-e-Cricket’ is in line with our social games offerings that have cultural resonance with a core layer of interactivity to them.”

    Get ready for an exhilarating experience throughout the ICC World Cup Tournament as ‘Diwan-e-Cricket’ blends entertainment with exciting cash rewards. This exclusive event, hosted on the Eloelo platform with 37 million users and 120K creators, invites participants from every corner of India to seize the opportunity to win INR 1 lakh in cash prizes!

    Eloelo recently secured $22 million in a Pre-Series B funding round, co-led by Courtside Ventures, Griffin Gaming Partners Mixi Inc, Waterbridge Ventures, Lumikai Fund, Kalaari Capital, Convivialite Ventures, and Rocket Capital. The app continues to offer a diverse range of shows, including Lovehouse, Tambola, Ludo, the latest addition, Tol Mol Ke Bol, and the exclusively designed “Diwan-e-Cricket” for the upcoming ICC World Cup Tournament. This recent funding and continuous addition of interesting shows are intended to propel Eloelo’s business growth to new heights.

    Eloelo recently secured $22 million in a Pre-Series B funding round, co-led by Courtside Ventures, Griffin Gaming Partners Mixi Inc, Waterbridge Ventures, Lumikai Fund, Kalaari Capital, Convivialite Ventures, and Rocket Capital. The app continues to offer a diverse range of shows, including Lovehouse, Tambola, Ludo, the latest addition, Tol Mol Ke Bol, and the exclusively designed “Diwan-e-Cricket” for the upcoming ICC World Cup Tournament. This recent funding and continuous addition of interesting shows are intended to propel Eloelo’s business growth to new heights.  

  • Asian Paints launches Apcolite All Protek emulsion with whimsical TVC ‘Bhaag Daag Bhaag

    Asian Paints launches Apcolite All Protek emulsion with whimsical TVC ‘Bhaag Daag Bhaag

    Mumbai: Asian Paints is all set to revolutionise home interiors with its latest offering, Apcolite All Protek emulsion, which promises to keep your walls spotless and beautiful. The company has launched an enchanting and imaginative TV commercial under its campaign “Bhaag Daag Bhaag,” to showcase the exceptional stain-repellent properties of this innovative emulsion.

    Conceptualised by McCann Worldgroup, the commercial opens with a heartwarming scene in a Kerala home. A young girl and her brother are seen making art out of breadcrumbs and ketchup, sitting at their dining table. The brother welcomes the idea of adding an elephant artwork to the Nettipattam decoration on the wall, to which the sister excitedly agrees. They move along, and what follows is pure magic – as the ketchup touches the wall, a hand and foot-like protrusion comes from within the wall in repellence, leaving it spotless! The children are left amazed.

    The creative duo then tests the paint’s prowess with various staining materials like mustard sauce and chocolate sauce, only to witness the same as they had before – the stains are repelled by the wall. The TVC cleverly emphasizes how Apcolite All Protek emulsion turns your worries into beautiful opportunities by keeping your walls pristine. Adding a playful twist to the TVC, the father joins the children’s creative adventure, offering himself as a canvas for their well-intentioned endeavour.

    This delightful ad film effectively showcases the exceptional Lotus Effect Technology of Apcolite All Protek emulsion paint. This technology is the secret behind how the paint on the walls effectively repels stains. It prevents stains from sticking to walls, keeping them clean and looking fresh.

    The TVC also features a catchy refrain, ‘Bhaag Daag Bhaag’, that accentuates the remarkable stain-repellent qualities of Apcolite All Protek, creating a memorable and engaging narrative.

    Speaking on the new TVC, Asian Paints Ltd. MD & CEO Amit Syngle said, “Apcolite All Protek is more than just paint; it’s an innovation that embodies Asian Paints’ commitment to enriching lives. Its revolutionary Lotus Effect Technology not only safeguards walls from stains but enhances overall quality of life. The remarkable stain-repellent capabilities empower consumers to live freely and comfortably in their homes without worrying about stains compromising their beauty. All Protek mirrors our dedication to simplifying lives, enriching living spaces, and nurturing carefree, childlike creativity.”

    McCann India executive director & head of creative Ashish Chakravarty said, “We needed something that establishes a unique and ownable audio-visual device to demonstrate how the Lotus Effect works, but without losing out on emotions. So, for this, along with a fun refrain (Bhaag Daag Bhaag) and the visual effect on the wall, we also developed the character of the father, who lets the children draw an elephant on his T-shirt when he sees that they are unable to draw it on the wall. All this gives more power to the overarching narrative of keeping room for mischief at home, liberates the consumer from the fear of messing up the walls, and makes the commercial more than just a demo. The plot, the story, the music, and the storytelling use local Kerala nuances and insights to drive home the point even more strongly.”

    Asian Paints has a longstanding tradition of delivering high-quality products and innovations, and Apcolite All Protek is no exception. With ‘Bhaag Daag Bhaag,’ Asian Paints encourages homeowners to focus on the beautiful aspects of life and creativity while leaving the worry of stains and dirt to Apcolite All Protek.

  • Asian Paints Sharad Shamman honors Pujo’s hidden heroes in heartwarming ad

    Asian Paints Sharad Shamman honors Pujo’s hidden heroes in heartwarming ad

    Mumbai: Over the years, while styles, trends, and attitudes have changed in West Bengal, one thing has remained constant—the spirit of celebration. Through these decades, Asian Paints Sharad Shamman has been an integral part of Durga Pujo celebrations and proudly maintains its status of being Kolkata’s most esteemed Pujo Awards since 1985. It has not only led the transformation of pandals from simple setups to vibrant centers of art, culture, and creativity but has also gone behind the scenes to recognize and celebrate the individuals who contribute to making Durga Puja memorable for all. As a tribute to the dedicated people and pandals that have been part of Sharad Shamman for nearly four decades, Asian Paints has released a heartfelt TVC.

    Beyond the extravagant pandals and the radiant lights, there exists an unseen army of individuals who labour tirelessly, often unnoticed but never unfelt. They are the unsung heroes of the festivities, the backbone of Pujo. This year, Asian Paints Sharad Shamman pays homage to these unsung heroes who meticulously attend to every detail, from crafting pandal decorations to rearranging furniture, ensuring that every aspect of the festival is perfect. Their ad film is a musical tribute to the resourceful neighbourhood individuals who breathe life into the Sharodiya by simply being a part of it.

    Created by Ogilvy, the TVC takes viewers through the lesser-explored alleys of festive Kolkata. It sheds light on the labours of love that ultimately culminate in the grandeur and captivating experiences of Durga Pujo. Unlike the well-known pageantry of Pujo, the TVC focuses on the preparations that build up to it which is where the true essence of the festival resides – in the anticipation and fervour of Agomoni. The ad film offers glimpses of small, heartfelt moments – neighbourhood uncles guiding pandal builders to their designated spots, young girls lending a hand with decorations, and a differently-abled woman using her feet to paint alpona on the ground. It also showcases a group of artistic boys and girls painting a mural of Durga on a wall. Each frame is filled with warmth and camaraderie, highlighting themes of inclusion and acceptance.

    Speaking about the film, Asian Paints Ltd MD & CEO Amit Syngle shared, “Asian Paints Sharad Shamman stands tall almost four decades on due to efforts of countless artists, sculptors, devoted committee members & communities or paras at large who work diligently to make their ‘para-pujos’ special and grand. We at Asian Paints are happy to have infused thematic excellence into Kolkata Pujos & championed the cause over years. The love that we have got from the people of Kolkata is special as they fondly refer to Asian Paints Sharad Shamman as the ‘Oscars of Pujo’. Last year, this festival received global recognition when UNESCO honoured it as an Intangible Cultural Heritage of Humanity, a milestone made possible by these heroes & paras collectively, who have worked relentlessly over decades to make their Pujos . They truly embody the heart and soul of Pujo festivities. In our 39th year of Sharad Shamman, we celebrate and pay tribute to these exceptional individuals through our heart-warming film.”

    “Durga Pujo is the only time of the year when the art of love and the love of art become one and the same. The days leading up to the big festival transforms into a celebratory workshop of laughter, inclusivity and creativity. Boundaries dissolve and differences get resolved when Pujo comes knocking on the door. That’s what we have tried to show and celebrate through this film. It is an homage to the festivity of creativity.”, said Ogilvy executive creative director Sujoy Roy.