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Tag: Asian Paints

  • Asian Paints’ latest campaign reassures painters, their families of safe painting service

    Asian Paints’ latest campaign reassures painters, their families of safe painting service

    MUMBAI: The outbreak of Covid2019 has disrupted life as we know it. The constant threat of infection has disrupted all lines of businesses. And painting is no exception.

    Asian Paints is the category leader, and as a true leader, decided to face this unprecedented challenge head-on.  They decided to make their painting service a safe painting service.

    With its safe painting service offering, Asian Paints will handle the painting of sites in a completely hygienic and sanitized manner. At every stage of the painting, multiple steps will be taken to ensure the well-being of the painting staff, the residents of the house, as well as maintain the cleanliness of the site. All this while ensuring great looking walls.

    To make this message reach all stakeholders, Ogilvy Mumbai devised a campaign targeting painters and their families, as they are the most vulnerable and affected by threats posed by this pandemic.

    In a charming two-part series of digital films, we get a sneak peek in the life of such a painter and his family and witness their reason for feeling assured to resume work: the safety and sanitisation steps undertaken by Asian Paints Safe Painting Service to maintain the wellbeing of their painters.  

    Asian Paints Limited MD and CEO Amit Syngle said, “Communitarianism is mirrored in Asian Paints' beliefs and practices. Caring about the well-being of our stakeholders has always been the utmost priority. We understand the current threat of infection is a serious cause of concern for our painters, their families and our consumers, hence we devised the safe painting service to safeguard their needs. This digital campaign echoes our priority and apprises them of the provision and safety–standards we are putting into place to ensure their well-being and safety; all this while ensuring great looking homes.”

    Ogilvy India CCO Sukesh Nayak said,  “We wanted to assure people of the steps we have taken to ensure that the painting process is totally safe. We started by assuring the most important person about the safe painting services – the painter’s family.”

    Watch the new digital video from Asian Paints:
    Video 1: https://youtu.be/GavxJRuYvf4

    Video 2: https://youtu.be/IE0Gu72zXkw

  • Crisis no bar on creativity: Brands, agencies team up amidst COVID-19 scare

    Crisis no bar on creativity: Brands, agencies team up amidst COVID-19 scare

    MUMBAI/NEW DELHI: The rules of communication had never been so versatile as we are witnessing now. When almost the whole world is under lockdown, business running from homes, probably for the first time in history, and purchase patterns seeing curves deviating from regular,  the communication and marketing industry is functioning in a sort of dystopia no degree could have taught them of.

    As per a recent Kantar Study, despite the disturbing reality people are living in these days, 92 per cent of consumers will prefer brands to continue advertising. The enjoyment percentile for top-quality advertising content has mostly risen for the period. This puts an additional responsibility on brands’ shoulders to not only stay relevant but also educate and entertain consumers in times of distress.

    Muthoot Pappachan Group CMO Sanjeev Shukla tells Indiantelevision.com that it is very important for brands these days to build on the brand value that they have generated over years and make their users their brand advocates in a time when sales are lower than usual. He said his brand is focussing on staying in touch with the consumers and keep their trust intact.

    Asian Paints recently released a shot-at-home video for its Har Ghar Kuch Kehta Hai campaign to spread positivity and cheers. Asian Paints MD and CEO Amit Syngle said, “While all of us are put to this unprecedented test, the campaign aims to take a moment and look at the brighter side of things, cherish the joy of being with our families and create unforgettable memories.”

    The Kantar study also suggests that brands should refrain from advertising too much around the pandemic and try including light humour in their ads. It also suggested that brands can revisit old videos and footages to fit in this “new world of engagement”, something that Amul is doing by showing its old ads during the Ramayana and Mahabharata episodes on Doordarshan.

    Ogilvy India chief creative officers Kainaz  Karmakar and Harshad Rajadhyaksha believe that agencies will have to be wearing their thinking hats tighter than ever now considering the limitations agencies are working in.

    “Currently, we see no dip in work at all. In fact, more and more brands want to help in sending out the right information about Coronavirus, so that is keeping us very busy and rightly so. Restrictions are a reality of life, at least for the next few months. But thanks to technology and the wonderful World Wide Web, we are still able to create work. Writing needs to be sharper than ever because there will be limits on visuals,” they said.

    FCB Ulka ECD Anindya Banerjee shared similar sentiments as he noted, “The best part of the crisis is that it has no precedent. So, clients are looking for out-of-the-box solutions. And we as an agency are beside ourselves at such an opportunity. The creative team is up to their eyebrows with work. While many of them are prior commitments, they have to be recalibrated to the new normal; the complete dependence on the online media.”

    While most of the work has moved online and mobility restricted, neither brands nor agencies are giving up on the idea of creating fresh TVCs. Case in point being ZEEL’s #HumAndarCoronaBahar campaign by Lowe Lintas, Tata Sky’s campaign by Ogilvy, and Sony Pictures unique short film starring biggies across Bollywood and regional industries including Amitabh Bachchan and Rajnikanth.

    Limited resources and restricted movements have brought out the creative best of many brands and agencies.

    Karmarkar and Rajadhyksha shared, “Our video team has rolled up its sleeves and is finding ingenious ways of making work happen. The office is producing some pretty sweet work. The Vodafone stay at home pug, The Fevikwik ‘don’t repair, Asian Paints and UNILEVER; all these and many more pieces have been written, produced and released in the last three weeks. No one can lockdown creativity.”

    Banerjee also noted that their video team is working hard to innovate. “At the risk of sounding immodest, as an agency, we are used to not giving up, no matter what. Our films department is already planning on how does one do a great film and yet make it look like a million bucks.”

  • Business Ad Usual! Ogilvy’s homemade experiment during lockdown

    Business Ad Usual! Ogilvy’s homemade experiment during lockdown

    NEW DELHI/MUMBAI: The ongoing 21-day lockdown in the wake of n-COVID19 in the country has posed unprecedented challenges for the ad world. With entire companies forced to work from home and shoots halted, it has become quite difficult to conceive new video campaigns, at a time when content consumption is at a record-high. However, even in this crisis, creative agencies have found a way to create ads that can lift people’s spirits.

    One such agency is Ogilvy. Under the expert leadership of chief creative officer worldwide and executive chairman India Piyush Pandey, Ogilvy has managed to set a new creative standard.

    In the past week, two brands, Asian Paints and Tata Sky, launched new video campaigns, using montages of recorded phone videos set beautifully on a lyrical voiceover, both creatively managed by Ogilvy. While the core concept and process remained almost similar for both the stories, each shared a different message and gave a different feel.

    Ogilvy India CCO Sukesh Nayak tells Indiantelevision.com, “I generally feel a brand, in a way, has a role to play during the time of crisis. It has happened with both the brands – Tata Sky as well as Asian Paints. One needs to ask themselves what they can do, what they can offer.

    At the end of the day, consumers are your guide. Ads are created for them. Today we all are at very challenging times in our lives. Everybody is struggling with their own fear, anxiety, and pressure. So, yes as an advertiser I have many ideas to execute.”

    Elaborating more on Tata Sky’s “Ghar Baithe Kuch Seekhein campaign”, he shares, “My constant thinking is what I can do to make your job easier. Hence, we came across the idea of freeing up the services. Tata Sky is doing its bit to entertain and engage subscribers while they stay at home. We looked at the positive side of this nationwide lockdown. You can learn so many new things in this 21-day lockdown period and this is how the brand came up with this unique idea. So, Tata Sky has given free access to content that will include value-added services for the entire family.”

    Tata Sky chief communication officer Anurag Kumar adds, “The starting point of the campaign was that we were not looking for a creative video, which is high on production value. In fact, we were looking for authentic communication and empathy towards the consumers.”

    For Asian Paints, the revival of its “Har Ghar Chup Chap Se Kuch Kehta Hai” campaign was meant to give the audience a reason to smile, appreciate what they have in these tough times, and lead richer lives at homes, reveals Asian Paints MD & CEO Amit Syngle.

    He says, “In current uncertain and trying times, we endeavoured to capture glimpses of moments people are spending at home and memories that are being created in the process. The campaign weaves in various stories, memories, and interactions that are relatable as people are doing the very same things at home now.”

    For Syngle, the campaign was conceptually different from what the brand has used earlier. “The purpose of this campaign is centred on the well-being of our consumers. Amidst the challenging times we are facing today, Asian Paints, through this light-hearted take, inspires people to stay at home and stay safe during the lockdown period.”

    For Kumar, an additional learning was the whole process that was taken into account to create the campaign. “From start to finish, the campaign was executed in 72-hours. The whole process of briefing and discussion, which earlier would have taken months, was done away with. All the discussions happened on calls and WhatsApp messages and not even a single person in the entire chain, including the director and actors, stepped out of the house.”

    He also notes that the campaign cost dropped down to about one-third to one-fifth of what it usually takes to produce video ads.

    Highlighting more about the collaborative process, Nayak notes, “The agency and the brand were truly finding the relationship and partnership during this time. There was no brief given but it was a collaborative effort. These kinds of things are happening every day. Brands need to get connected with the agency while the agency has given a clear brief to respective teams. One good thing that we did is we talked to each other a lot. We communicated on a regular basis. We made points to discuss things. We made a list of things that are troubling our consumers and what an agency and a brand can do for them. I keep myself in the consumer’s shoes. It helps in ideation.”

    Nayak thinks that more brands and agencies should come onboard to work on campaigns like these. “We are working with lots of partners across the country. I am personally happy to see my team and clients working like this to create magic. I think other brands should also do this because joy should be copied.”

    But given the speed and financial benefits, can such campaigns become a norm for the industry?

    Kumar doesn’t think so. According to him, after the lockdown is lifted, such campaigns can be executed on special occasions but it will not become a norm.

  • Asian Paints launches new TVC for SmartCare Damp Proof

    Asian Paints launches new TVC for SmartCare Damp Proof

    MUMBAI:  Asian Paints launches an all-new TVC for Damp Proof – a technically advanced waterproofing solution from Asian Paints’ SmartCare range.  As per the TVC, the product is best used for water proofing terraces, roofs, parapets and any exterior vertical surfaces. 

    Conceptualized by Ogilvy India, the TVC shows the protagonist is a Damp Proof user who is relieved of the recurring task of getting his home waterproofed every year unlike his neighbour, who has to undergo the waterproofing procedure every year. The neighbour and his family are shown to be quite flummoxed and frustrated, while the SmartCare Damp Proof user is shown to enjoy his summers relaxed and worry-free year after year.

    Speaking about the new corporate ad, Asian Paints Limited COO Amit Syngle said, “The core need of consumers facing waterproofing problems is to find an effective long term solution. Asian Paints’ brand SmartCare, is one of the first brands to launch a ‘warranty waala waterproofing’ in the Indian market. The terrace has always been considered one of the major sources of dampness & leakages in Indian homes. SmartCare Damp Proof offers consumers a 6-year minimum assurance against a chemical waterproofing which doesn’t last beyond a regular monsoon cycle. The new TVC delivers this message in a fun and casual way through a friendly banter between neighbours which is pleasant to watch.”

  • Post Office Studios, Asian Paints launch film series for Colour Next campaign

    Post Office Studios, Asian Paints launch film series for Colour Next campaign

    Mumbai: Post Office Studios, a leading animation and new media technology company based in Mumbai, India, partnered with Asian Paints to conceptualize and produce five animated films for their campaign ‘Colour Next 2020’, which were released at India Design ID 2020, the country's most definitive design and home decor week.

    Every year, Asian Paints brings together the best of design and research principles to curate trends of the year, that reflect the aesthetic of that time. These trends are later translated into home decor themes for the upcoming year. The four diverse trends this year are Sonic, Potent, Blend and Mystique, in addition to Asian Paints’ Colour of the Year for 2020, Curiosity.

    Post Office Studios analysed the studies conducted by the brand to arrive at each visual messaging that could justify the design trends. The process involved frequent mood boarding and discussions with the research and design teams. Once the themes were finalized, the next step was to create films that could elevate each concept visually without losing its meaning.

    The team at Post Office Studios has always believed in the power of creative collaboration. Keeping this in mind, they connected with over 100 artists across the world, specializing in 3D and 2D motion design, music composition, and animation, to create this film series. The idea was to use different mediums and creative styles to represent each theme.

    The final production team comprised 22 artists from the UK, Spain, USA, Sweden, and India.

    Post Office Studios CCO Aditya Tawde said “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 style scape 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.”

    Defying the normal timelines, Post Office Studios was able to complete the production of these five films within a month, from conceptualization to the final release.

    Over the years, Asian Paints has evolved itself from just a paint brand to a complete design solution provider. The campaign ‘Colour Next’ is the perfect example where the company converts its research into definitive design and home decor ideas. Post Office Studios has been working with Asian Paints since its last series to help them translate their vision into reality.

  • IPL 2020: From the brands’ lens

    IPL 2020: From the brands’ lens

    MUMBAI: For audiences and TV viewers, the Indian Premier League (IPL) is all about the action on the field – the ball being belted for fours and sixes on all sides of the pitch. The leather striking the stumps with the bails being lit up as they leap up in the air. The superhuman lunge that lands the ball in the fielder’s hand. The IPL is about the edge-of-the-seat finishes to the matches. That’s what viewers thrive on; that’s what they can’t get enough of.

    But there’s a lot that goes on behind the scenes to make the IPL a possibility every year. Humungous amounts have been invested to acquire the rights. And who is it that helps the broadcaster recover the investment? It is the brands that consumers so desire and lap up in the supermarkets and kiranawala stores.

    For brands, it is all about that standout moment throughout the tournament so that the investment turns out as money well spent. IPL has transformed cricket and it has seen a noticeable increase in family viewing. It has also democratised sports as a medium for advertisers. An FMCG brand like Fortune has come on board as a broadcast associate sponsor while there is a notion that these brands don’t look at sports traditionally.

    Adani Wilmar Ltd media & strategy head Sanjay Adesara denies the claim that FMCGs do not consider sports as a crucial part of their communication mix and media plan. According to him, FMCG brands have been putting their ad dollars in premium sports events like the World Cup or the IPL for long now. And he adds that the percentage has only been increasing year-on-year.

    “Now, you cannot consider IPL as a cricketing event only. For the Indian households, IPL has become an entertainment show. It’s a short-format of cricket T-20; entertainment happens around IPL. IPL as a property or event transcends genders and markets. It reaches out to both males and females. IPL is a perfect platform to launch any new communication, positioning or campaign. Currently, we have revamped our brand, look and feel. We will capitalise on IPL as an event,” he says.

    Asian Paints, which has possibly hopped on to the IPL sponsorship bandwagon for the umpteenth time, is a die-hard fan of the format. Asian Paints COO Amit Syngle expresses that it is associating with the league once again as it wants to create mass appeal for the brand. “It cuts across genders, age group. Brand association plays a critical role in influencing consumers’ purchase decisions. Not only does it make a memorable impression on consumers, but it also allows customers to connect with the brand and the company,” he adds.

    Considerably, IPL 2019 brought more viewers across age groups and genders to television.  The twelfth edition of the IPL saw the highest growth of viewership among kids (2-14 years), an increase of 25 per cent compared to the last session. Even female viewership grew by 14 per cent during the last year.

    IPL has acted as the ideal platform to launch new communications as well as products. Fortune has recently launched a brand new logo and a wide range of product offerings and featured Akshay Kumar in its TVCs. As the 1999-born brand revamps its identity, Adesara admits that recent activities are co-related.

    “In the past four-five years, Fortune has expanded beyond edible oils which is into basmati rice, atta, soya, nuggets. We have also upgraded our local feel. We are establishing the fact that Fortune is no more an edible oil company or a brand. It’s a range of food products which are available. The new campaign and entire activity is a continuation,” he comments.

    “We believe our association with IPL has helped us to engage and connect with consumers in a great way in tier 2 and 3 markets and develop omnipresence for the brand. Our prime objective with this association was to create several effective touch points to attain maximum reach, generate top-of- mind recall and strengthen the brand image,” Asian Paint’s Syngle adds.

    PhonePe, the digital payment startup which raised Rs 743.5 crore fresh funding from Walmart before the last IPL, is now a second-time sponsor of the league. A PhonePe spokesperson says that the focus of last year’s brand campaign was on building awareness around digital payments for both rural and urban audiences. A mass media platform such as TV offered it the perfect opportunity to do so as it is the medium with the largest reach in the country.

    “We have continued the association this year as well. We are the official co-presenting sponsor for the television broadcast of VIVO IPL 2020 and will be launching a series of TV ads during this IPL season. Alia Bhatt has joined Aamir Khan as our brand ambassadors this year,” the spokesperson adds.

    Fortune’s Adesara says width and depth are the strength of IPL. According to him, one can expect both. In past seasons also, IPL has delivered reach but he mentions that the addition of regional feeds has strengthened the reach more. IPL is a great property to associate with. 

    It seems Star’s bet on regionalisation has paid rich dividends for the broadcaster. Last year, there were dedicated Telugu, Kannada and Bangla sports channels for matches. According to BARC data, while viewing minutes in Hindi increased by 18 per cent, other regional languages including Tamil, Telugu,  Malayalam, Kannada, Bengali and Marathi saw 10 per cent growth.

    The PhonePe spokesperson points out that customer acquisition and brand recall among the target audience are a few of the metrics that it looks at while measuring the effectiveness of the association and the brand campaign.

    “We aim to grow the pie of digital transactors in the country, especially from tier 2 and 3 markets and beyond. We aim to drive greater awareness and preference for PhonePe's features and services. The key theme will be to catalyse progress for everyone through our brand platform of 'Karte Ja. Badhte Ja',” the spokesperson adds. PhonePe has earmarked Rs 800 crore for marketing in this calendar year. It can be predicted that a major chunk of it will go for IPL as it has already roped in a B-town brand ambassador and will launch many TVCs during the tournament.

    While Asian Paints also has an association with KKR, it plans to boost the brand presence with consumers across key markets like West Bengal. With the growing popularity of the IPL especially on digital, the brand also intends to continue its strategy with regards to shorter edits and higher frequency of spots along with content partnerships to maximise the reach. With IPL 2020, Asian Paints seeks to further boost visibility for its key brands, in addition to enhancing mind recall among consumers, Syngle adds.

    Last year, along with regular advertisements, brands relied on innovative communication strategies to drive more engagement. With the spectacle of cricket, we can hope to see new types of marketing campaigns too from 29 March.

  • How Too Yumm hit a six with the IPL

    How Too Yumm hit a six with the IPL

    MUMBAI: Bang for the buck. That’s what brand and marketing managers look for whenever they put their money behind an event. And one such property that has been gaining marketers’ interest over the years is the Indian Premier League (IPL).

    One of the largest marketing platforms in the country, the league has witnessed some stellar cricket and legends make their mark in the game. While this happened on the field, players also made a mark off the field. No. Not the cricketers, we’re talking about brands. With creativity and innovation, brands have made a mark and left a legacy year on year with some outstanding advertising. But there exists a myth. The general perception is that while the IPL is a great marketing platform, only brands with deep pockets can partner or associate with it. But we have seen brands like Byju's, PayTM, Vivo, Asian Paints, Dream 11 take pole advertising and sponsorship positions over the past few years both on-ground and broadcast. We also came across a few brands that have found creative ways to bring alive their brand’s proposition and partner with the IPL. One such brand is Too Yumm and its association with the IPL as the ‘Fall of Wickets’ partner on broadcast.

    Too Yumm – an FMCG brand from the RP-Sanjiv Goenka group stable – came on board as a Features Partner ‘Fall of Wickets Partner’ on live television.

    It was launched three years ago as a low-calorie option under group company GuiltFree Industries for those who love snacking but abstain from doing so for health reasons. Chairman Sanjiv Goenka at that time had said the group would be investing around Rs 10,000 crore over the next five-six years to get the brand to a Rs 6,500 crore turnover.

    It made its debut in the highly competitive Rs 28,000 crore plus national snacking market where heavyweights such as Pepsico’s Lay’s and Kurkure, DFM Foods, Bikanervala, ITC’s Bingo, Pratap Snacks’ Yellow Diamond, Parle, Haldirams, and Balaji dominate.  Adding to that is the plethora of small-scale branded and unbranded unorganised regional and local players that also find custom.

    Too Yumm’s differentiated brand promise was – and is – that its snacks are baked and not fried and have 40 per cent less fat than the existing fried snacks brands.

    For year one, GuiltFree spent on traditional media apart from expanding its distribution. But in year two it decided to diversify its budget and put some of it on IPL and its feature.

    Too Yumm creatively married its brand proposition of ‘Fried Snacks Out, Too Yumm In’ in moments where there was a fall of a wicket in the match. The branding came alive during these moments on TV and was visually appealing as well. Every time a player got out, his lonely trudge back to the pavilion would be boxed in the horizontal and vertical L and Aston bands with Too Yumm branding and taglines “Fried snacks out, Too Yumm in” and “Fried Snacks Ko Karo Life se Out”. The brand also used innovative hashtags to capture these moments on social media. The more the wickets that fell, the greater the exposure the brand got. Additionally, Too Yumm also resorted to spot buys during the IPL to the extent its budget allowed.

    “Too Yumm being a guilt-free snacking brand, it can be munched on while being engrossed in a nail-biting match and the fall of wicket feature, which is sticky,  helped us to give a strong reminder about the brand to the viewers,” says Too Yumm chief marketing officer Anupam Bokey. “With the campaign #OneGoneNextOn, we wanted to create a brand proposition that snacking with Too Yumm is good. Generally, any match would give us an opportunity of at least 10-12 wickets falling and during which we tried to do moment marketing.”

    The group had also signed on Indian cricket captain Virat Kohli as its brand ambassador. Kohli – a fitness fanatic – had discontinued his association with PepsiCo – a year before signing up with Too Yumm  – as he did not want to promote colas anymore.

    “The Indian captain is somebody who walks the talk. So there’s a lot of credibility when he says something and consumers and fans are more likely to accept it,” says Bokey.

    He adds, “The combination of celebrity sportsman as an endorser and association with the IPL uplifted the brand to get recognition. The objective of being associated with the IPL in the first year was to create brand awareness along with the launch of a new product Multigrain Chips. In the following edition, we supported the campaign #SayNoToFriedSnacks that was launched at Kumbh Mela a month earlier, where Too Yumm became the very first brand to get a Guinness Book of World Record at Kumbh.”

    The launch of Multigrain Chips was done through a one-minute ad spot during the strategic time out in the match between Chennai Super Kings and Kings XI Punjab on 20 May 2018. It showed Kohli doing the unthinkable – munching on chips – but it was revealed that he was actually munching the healthy ‘Multigrain Chips’  of Too Yumm.

    Bokey points out that the IPL generated very high engagement and active viewership in a very short period of time, as there were matches every day during the tournament between April and May. According to him, Too Yumm’s metro awareness has been growing – from 13 per cent pre-IPL 2018 to over 70 per cent with 2019 IPL.

    The IPL association makes eminent sense for other reasons too: the brand fit.

    The IPL is about super-fit cricketers and their teams battling it out on the green to gain supremacy in arguably the world’s most exciting sporting league. And Too Yumm is all about healthy safe snacks for all those who are fitness-minded and yet want to munch some baked items during the day. Since launch, its product range has expanded to cover quinoa puffs, veggie stix, foxnuts, multigrain chips, and Karare.

    Bokey believes that no other platform gives as much reach as the IPL. “It gives a lot of leverage, especially with viewership numbers, generating a combined reach of over 800 million that includes Hotstar and other vernacular commentary channels,” he says.

    He swears by the association, despite the fact that it comes at a stiff price tag. “Unlike other media, IPL is a very well measured and researched event, which gives the brand great confidence to invest in it,” he reveals. “The league helps the brand to get an accurate ROI, as well as higher recall compared to other genres.”

    Of course the brand proposition, quality of idea and integration and the creative executions need to be exceptional to leverage the platform well.

    He cites Hansa Research data, which shows that Too Yumm had the second-best ‘Recall Return on Investment (r-ROI) in the 2019 IPL.

    No wonder the company parks around 15-20 per cent of its ad spend on sports, including the IPL. “Cricket – being a religion in India – creates appropriate traction for brands and we, being a smaller enterprise, have used it for the past two years and have been delighted with the relationship,” ends Bokey.

  • Asian Paints releases new TVCs on Ultima Protek for Tamil Nadu and Andhra Pradesh

    Asian Paints releases new TVCs on Ultima Protek for Tamil Nadu and Andhra Pradesh

    MUMBAI: It’s the exterior season and Asian Paints Ultima Protek welcomes it with a bang. After releasing a TVC exclusively for Kerala market, the brand has released two more separate TVCs for Tamil Nadu and Andhra Pradesh & Telangana (APTG).

    The houses of Tamil Nadu and APTG speak of a unique synergy of tradition and modernity which the people of the states take a lot of pride in. They also face extreme weather fluctuations including erratic rains and scorching sun subjecting the exterior walls through a lot of strain. The need for the consumer was protection from sun & rain. The Lamination Guard Technology of Ultima Protek is designed to Laminate the house to provide complete protection with a promise of 10 years.

    Keeping the objective at the core, Asian Paints has launched a New TVC to clearly establish Ultima Protek as the Gold Standard of Exterior Emulsion. Conceptualized by Ogilvy India, the ad is directed by renowned director, Vasan Bala. The film opens with Colonel Shanmugam’s house (in the Tamil TVC) and Colonel Narasimha’s House (in the Telugu TVC) which is witness to multiple failed attempts by contractors in providing his house with protection from sun and rain. This issue persists until the Contractor played by the talented Bhagavathi Perumal shocks the Colonel when he offers to Laminate the house.

    Asian Paints Limited  CMO Jaideep Kanse said, “The dynamics of Tamil Nadu and Andhra Pradesh are unique both in terms of the vagaries of weather and the consumer need hierarchy.  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 by Laminating your house.”

    Ogilvy and Mather, India  chief strategy office Prem Narayan added saying, “Lamination is a commonly understood metaphor for protection. In this campaign, we are trying to surprise home owners that the same protection is now available for their homes too, thanks to Asian Paints Ultima Protek.”

    Presenting, Asian Paints Ultima Protek TVC in Tamil Nadu: Veetukkae

    Presenting, Asian Paints Ultima Protek TVC in Andhra Pradesh and Telangana: Intiki Lamination

  • Asian Paints Presents Fibre Ulla Ultima Protek: NEW TVC – Josettan’s Classroom

    Asian Paints Presents Fibre Ulla Ultima Protek: NEW TVC – Josettan’s Classroom

    December 12, 2019: Homes in Kerala tell a story of tradition, beauty and magnificence, clearly the most important asset for people of Kerala and to keep it beautiful they need the best. Vagaries of weather in Kerala expose the houses to two of the biggest problems in Exterior that is Villal (crack) and Paayal (algae). The Unique Fibre infused Technology in Ultima Protek provides complete protection against Cracks and Algae along with 10 years of warranty.

    Keeping the objective at the core, Asian Paints has launched a New TVC to clearly establish Ultima Protek as the Gold Standard of Exterior Emulsion. Conceptualized by Ogilvy India, the ad is directed by renowned director, Manoj Pillai. The film picks the popular character Josettan from the last blockbuster campaign of 2016 on Ultima Protek, and the same is being played by the very talented Suraj Venjaramoodu. The Story opens with the fact that Josettan’s Beautiful House has become a point of attraction from across the world and he is hosting a CLASSROOM to share secret of his beautiful House is Fibre which gives complete protection against villal (cracks) and paayal (algae).

    Speaking about the new TV ad, 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”.

    Kiran Anthony, CCO, Ogilvy India also added saying “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”.

    Watch the new TVC from Asian Paints on the below link:

    So, when you turn on your TV, make sure don’t miss our latest commercial. 

  • Asian Paints’ ‘Where the Heat is’ wins Best Entertaining Content award on OTT

    Asian Paints’ ‘Where the Heat is’ wins Best Entertaining Content award on OTT

    MUMBAI: Asian Paints won the Best Entertaining content award for ‘Where the Heart is’ Season 3. The season kick started on 23rd August with six celebrities of B-town along with captain fantastic, Sunil Chettri.

    The unique content was initiated across the social media platform have facilitated Asian Paints to achieve the title of ‘Best Entertainment Content on an OTT Platform’ at the 2nd Annual India Content Leadership Awards in New Delhi. India Content Leadership is a forum designed specifically to promote content developers, discuss the trends in the content industry, and identify and reward individuals and agencies that have done exemplary work in content development, content marketing- online as well as offline channels.

    ‘Where the Heat is’ Asian Paints Season 3 featured Boman Irani, Huma Qureshi, Gaurav Kapur, Kajal Agarwal, Neena Gupta and Suni Chhetri. The web series was a slight departure from the previous two seasons as it focused on the beauty of relationships, and how these relationships truly make a home. The chosen celebrities come from different parts of the country as well as different walks of life and this diversity gets reflected in how they envision and build their home.

    Speaking on the achievement, Asian Paints  General Manager Jaideep Kanse said, “We are proud to win the Best entertainment content award for ‘Where the Heart is’. This award has added more to the success of our campaign. Each episode has beautifully captured the essence of ‘Where the heart is’ season and it rightly highlighted the uniqueness of each celebrity home. Till now we have rolled out 3 successful seasons on ‘Where the Heart is’ and looking forward to more such successful campaigns in coming years.”

    From the “Har ghar kuch kehta hai” days, Asian Paints has always believed that a home is really a physical embodiment of those who inhabit it. The brand is leading the content space on the social media platform and has received great number of viewership with the launch of ‘Where the Heart is’ season 3 campaign.