MUMBAI: Asian Paints for decades has been a partner for creating your beautiful dream home with exquisite walls and a luxurious finish. But now along with beauty, the brand also wants to keep your walls safe and healthy, with its state of the art Interior paint – Royale Health Shield, the Anti – Bacterial Paint. This is why once again, as a part of the national campaign for ‘Royale Health Shield’; Asian Paints has taken out its second TVC that encourages consumers to choose an anti-bacterial paint that cares for your health. Conceptualised by Contract India, the ad is directed by renowned director, Vivek Kakkad and stars the two brand ambassadors Deepika Padukone and Ranbir Kapoor.
Asian Paint’s Royale Health Shield is a revolutionary paint that combines hygiene and aesthetics to ensure a safe and beautiful home. You can see this significantly well in the ad film that highlights the importance of beautifying and protecting your house. The first TVC which was released for Royale Health Shield also featured the camaraderie between the bollywood stars Deepika Padukone and Ranbir Kapoor while bringing to the forefront the necessity of making your home safe and beautiful.
Speaking about the new ad campaign, Asian Paints Ltd COO Amit Syngle said, “Safety and hygiene has become a pressing matter today. People believe that the health of one’s home reflects one’s personal health and this is what makes Asian Paints “Royale Health Shield” a healthy choice for a concerned consumer. With Silver Ion Technology, as recommended by the Indian Medical Association* (IMA), Asian Paint’s Royale Health Shield not only ensures that walls are bacteria-free, but offers the finest looking walls ever. Our second TVC with our brand ambassadors brings to light this very message but in a friendly and casual way.”
MUMBAI: One of the most heartwarming episodes on the third edition of Asian Paints’ “Where the Heart Is”, Boman Irani’s home is a delight in every way. As Boman himself says on the show, “The person you are at work is also a part of you; but the person you are at home is the rooted, innocent you.” And it’s this rootedness and innocence that seeps into every part of their Parsi Colony home.
The episode takes us through different facets of the Irani home, but in doing so it also takes us through the different facets of Boman Irani; the family man, and the rock that keeps him grounded, his wife Zenobia.
Starting with an interesting anecdote about how he bought his 3 bedroom house in Byculla (surprise, surprise Anil Kapoor has a cameo in this one!), the episode showcases all the important spaces in the Irani home. So there’s the family room, where, believe it or not, family members actually quality time together on most evenings. And then there’s Boman’s den— complete with a home theatre with movie-theatre style seats, a quiet corner where he likes to read scripts and ruminate on ideas(this corner also has a perfect view of the Byculla lanes and their old-world charm), and of course, his prized collection of Blu Ray DVDs.
But more than the rooms and the spaces, this episode is really about how the Irani family works together to form a tightly-knit albeit noisy unit. Zenobia and Boman explain how they make decisions about every piece of home decor together. Even though they’re usually in agreement, whenever there’s the odd difference of opinion, they end up bringing the piece home on “trial”, to see if one of them changes their mind. And whether that’s the blue colour of their living room walls or the beautiful hanging lights, this technique seems to have worked really well for them over the years.
Most importantly, this episode gives us a sneak-peek into what the Irani family is all about. The bond between Zenobia and Boman is 34 years old now, and the episode speaks volumes about the kind of partnership they share. They don’t openly express their affection for each other even once on the show, and yet the entire episode is infused with the warmth and depth of their love and regard for one another. We have some serious couple goals right there!
Another beautiful theme that runs through the episode is that of family. Whether it’s the family hanging out together in the living room every evening or making detailed (and noisy!) plans for their vacations, one can almost imagine the home bustling with the life, laughter, innocence, and warmth of those who inhabit it. As Boman says, “Money can buy a fancy holiday, but nostalgia is something that should be very very sacred.” And the entire home is a testament to how much this family values their nostalgia and how closely they guard precious memories.
Home is a place where you can tune into the innocent you; where you can be raucous, boisterous, comfortable, and rooted. Everything about this episode, whether it’s the smiles and inside jokes that Boman and Zenobia share; or the way their two dogs are sprawled on the couch; speaks volumes about this comfort and groundedness. To put it as Boman does, “Anticipation is where the heart is” — the anticipation of unwinding after a long and hard day, spending time with loved ones, laughing freely, sitting comfortably, and just being who you are.
In an era of high-flying celebrities and fast-past lives, this Asian Paints’ Where The Heart Is episode comes as a breath of fresh air. It’s a reminder of the things in life that are truly important, and that should be reflected in a home — nostalgia, familial ties, quality time, and inner peace.
MUMBAI: There’s a big difference between a house and a home. While a house can be an expensively decorated sprawling spread, located in a prime area, it’s a home that carries within it the dreams, memories, and warmth of those who dwell in it.
It’s this spirit of the home that leading home decor brand Asian Paints is bringing into our lives yet again with the third season of its incredibly popular web series, “AsianPaints Where the Heart Is”. The first two seasons allowed us to have an insider’s view of some of the most unique and iconic celebrity homes, giving us an unprecedented insight into who these celebrities truly are.
Whether it was Radhika Apte explaining her attachment to her grandma’s wooden rocking chair, or Zoya Akhtar showing us exactly where and how all that magical writing takes place or Kalki showcasing her passion for surfing; “Asian Paints Where The Heart Is” has certainly helped us gain a unique perspective on our favourite celebs. The show is about so much more than celebrities showing us their home; it’s really an insight into who they are, what they’re passionate about (outside their work), and what truly matters to them.
The third installment of the show, is live on YouTube from today, it is a slight departure from the previous two seasons in that the focus is on the beauty of relationships, and how these relationships truly make a home what it is. Another interesting aspect of this season is that 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.
So from the eclectic brother-sister acting duo of Huma Qureshi and Saqib Saleem whose unconventional life choices are reflected in their unconventional home to our very own “Captain Fantastic”, Indian football captain Sunil Chhetri, the show showcases a wide variety of celebrities and their equally diverse yet uniquely beautiful homes. Other celebrities on the show include the versatile Gaurav Kapur and his wife, actor Kirat Bhattal; Boman Irani who gives us a glimpse into the old-world charm of his Parsi house, and Tamil and Telugu star Kajal Aggarwal who has grown up in her family home in Mumbai.
While we do get to see many aspects of celebrity homes, from tasteful decor to walls full of childhood memories; the show is really about seeing these celebrities in their comfort zone. 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. Speaking on the occasion of the launch of the third season of the show, Asian Paints’ COO, Amit Syngle remarked, “Asian Paints Where The Heart Is has really touched a chord with viewers in the past two seasons and we’re so proud to bring it back. Even as celebrities show us their homes, they’re also showing us a glimpse of their inner world. At Asian Paints, we truly believe that beautiful homes are a reflection of their inhabitants, and we’re so glad this show allows to witness the extraordinary beauty in the everyday.”
MUMBAI: Madison BMB has just announced the release of its latest commercial for modern kitchens brand Sleek. Sleek from the house of Asian Paints, is one of India’s largest modular kitchens brands. Sleek products known for their innovative and efficient designs, world-class quality and excellent craftsmanship are customised to ease customers’ lives and enhance living in every way possible.
The agency evolved the concept of the campaign, including its tagline ‘Modern Kitchens for Modern Minds’, from an extensive consumer research where respondents equated modular kitchens with openness and modernity. Sleek Kitchens bring a high level of sophistication and functionality to spaces making them more efficient and thus modern. Products like the pull-out organiser and the step-ladder that fit in a fraction of the space a small stool would otherwise occupy, make it so much easier to reach items stored at a higher level. The optimum utilisation of space makes Sleek products the ultimate building blocks of a Modern Kitchen.
This is the first advertising campaign for Sleek since becoming a part of the Asian Paints family.
The TVC is a slice from the everyday life of a truly modern couple. The story takes place in an urban Sleek kitchen in the home of a progressive couple. The father-son duo is seen navigating and working in the kitchen with ease and finesse, thus indicating that it isn’t their first time in the kitchen.
The father breezes through kitchen tasks while also teaching his son not only kitchen skills but also valuable life lessons through them. This is their own quality time in the absence of his wife at home. The wife returns home to see her son helping his dad set the table with a fresh meal. The son, on seeing his mom back from work in the doorway, immediately proceeds to take her bag – a gesture of help that no one taught him per se, but something he has learned along the way.
Regarding the campaign, Asian Paints Ltd vice president, home improvement Pragyan Kumar said, “At Sleek Kitchens, we strongly believe in being in sync with the times, and that design can play a vital role in supporting the demands of our new lifestyles. The ethos of ‘Modern Kitchens, Modern Minds’ drives our innovation effort, and that’s the value we bring to our consumers: well-designed kitchens that are not just beautiful, but also makes things simpler and easy to use for all. Right from the concealed step ladder that provides easy access to those difficult to reach areas, smart chimneys and other appliances that make cooking a breeze or the overall kitchen design itself, every aspect and detail is thought through to ensure you get your dream kitchen. The joys of the modern family enhanced by a modern thoughtfully designed kitchen – that’s been the essence of Sleek and this TVC.”
Asian Paints Ltd chief operating officer Amit Syngle said, “Asian Paints’ foray into home improvement segment has been able to help us strengthen our vision of partnering people in creating beautiful homes. The kitchen as a space has transformed from a purely functional area to a place showcased with pride. Sleek’s ability to understand each customer’s requirement and build their dream kitchens fits in well with the overall Asian Paints vision.”
Madison BMB CEO and chief creative officer Raj Nair said, “This is the relaunch of Sleek Kitchens, India’s most well-known Modular Kitchens brand, since becoming part of Asian Paints. The modernity in the design, the openness of the layout of the kitchen, the contemporariness in the aesthetics, the attention to detail, all thoughtfully combine to create a truly distinctive offering. Take for instance the mid-way organiser that makes for convenient stacking at arm’s length. Or indeed the extremely convenient and unobtrusive step ladder. Just a couple of ultra – thoughtful features designed to dazzle. Matched with the most modern appliances like the hobs, the exhaust, the oven, even a concealed fridge! When presented by a leader like Asian Paints, the modernity of design transfers to modernity of thought that appeals to the modern minds of today. Therefore, very simply, who says a man cannot rule a kitchen? And along the way impart a few important life lessons to his son? We look forward to the communication involving film/print/outdoor/point of sale material cooking up very positive feelings among consumers, considering the package was already a hit at the dealer launch.”
Madison BMB COO Kim Solomon said, “To create communication for Sleek, we had a choice to do the most obvious – elaborate showcasing of the product only, or to also go a few steps ahead and create interesting storytelling as well. In this day and age, it is also important for the Brand to have a larger point of view and express it. This is the stance of a true leader. What resulted is something that makes us truly proud to work for the Brand.”
Madison BMB is the advertising unit of Madison World and currently works with clients like Bathsense and Royale Bathrooms by Asian Paint, Kolte Patil, Aditya Birla Health Insurance, IIFL Wealth, Indian Oil, Giza Marketing and several other reputed brands.
MUMBAI: Asian Paints has announced its association as official sponsors of Kolkata Knight Riders for IPL season 12, in addition to the continued association with the cricket franchise.
The brand shared in a press statement that the east is a priority market for it. With this association, Asian Paints will be omnipresent on-ground and on-air with high decibel activities planned for the network and consumers at large. The lead trouser sponsorship will help the brand cut through the clutter of multiple brand advertisements during the league and help garner brand saliency.
In addition to this, Asian Paints is also facilitating two meet and greets for its key stakeholders with the players of the KKR team. With the people of East India being avid sport lovers, Asian Paints will leverage this association by having activities planned for the consumers, network of dealers, AIDs and contractors. During the AMJ quarter, this sponsorship is anticipated to generate a stable and sustained reach and visibility for the brand.
Commenting on the association, Asian Paints Limited COO Amit Syngle 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.”
Commenting on the association Kolkata Knight Riders MD and CEO Venky Mysore said, “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 that bring a lot of value to the partnership and with Asian Paints it’s yet another step in that direction.”
MUMBAI: Bathsense is a creation from Asian Paints, and represents the brand’s first complete bathrooms offering in the bath category.
Bathsense is a collection of exemplary bath fittings and sanitaryware products that aims to simplify the user’s bathroom life with a host of truly unique features. Coming with the experience and legacy of Asian Paints, Bathsense presents unmatched aesthetics in design, quality, functionality and durability.
To introduce India to Bathsense, Asian Paints has launched a 360 degree campaign, centred on a series of TVCs for North India. The TVCs were supported by an outdoor, print, digital and radio campaign, various activations and other point-of-sale elements for dealers, plumbers and customers. The entire campaign was conceptualised and created by Madison BMB, a unit of Madison World.
The concept of the campaign, including its tagline ‘Bathrooms that understand you’, came from a powerful insight: today, bathroom products come in endless shapes and designs, but what one wants is a bathroom that smartly understands his/her bathroom expectations, including qualities like hygiene and durability.
Bathsense backed this with impactful features like abundant flow even at low pressures, self-cleaning showers, water-saving faucets and many, many more. The TVCs aimed to not only introduce these product features in a memorable way, but also showcase a unique, humorous story that could easily stand out amidst the plethora of invisible bath ads today.
The story essentially takes place in a Bathsense bathroom that understands its main user so well, he has chosen to live in it. By existing completely in a beautiful bathroom space, the story uses both quirkiness and simplicity to talk about how Bathsense products understand the user, even if the outside world might not. The repeated use of the phrase ‘Isse pata hai’ (this understands me) makes the film even more quotable and memorable. The phrase is also utilised in other elements of the campaign to provide continuity with the films. The story called for a main character who could be charming, easy-going, funny and yet classy, sometimes at the same time. Rajkumar Rao, a highly-respected Indian actor who has garnered critical acclaim for providing thoughtful performances in memorable films, was chosen for the North Indian (Hindi) film.
Asian Paints Home Improvement vice president Pragyan Kumar says, “Apart from having great designs that look beautiful, Bathsense is committed to provide innovative solutions to problems that have remained unanswered for long. We strongly believe that the campaign will help us seed brand Bathsense in the market and establish clearly to our customers that we are here to offer solutions that truly understand them.”
Madison BMB CEO and chief creative officer Raj Nair adds, “In today’s day and age, it seems almost old fashioned to find a brand’s virtue in the brand’s features themselves. Having said that, when we realised the features of brand Bathsense were as distinctive as they were, we thought why not build the proposition around the features themselves. Then came the added bonus of Rajkumar Rao who with his performance has made the campaign more memorable. Plus the music in the films is extremely quirky and catchy as well. In fact, seeing the instantaneous positive response of the dealers at the launch was an incredibly satisfying conclusion that should resonate well with consumers too.”
MUMBAI: Way back in 1985, Asian Paints started supporting Durga Puja in Kolkata as it gave them an opportunity to connect with the audience of Kolkata at an emotional level.
It was done under the banner of ‘Asian Paints Sharad Shamman’, which over years has grown in terms of its stature and scale. Over the years, while felicitating 3 best pujas of the year, they now also felicitate one pandal each for Discovery of the Year (Bauchorer Bismoy), Innovative Excellence (Nobo Nakshi), and Best Idol Maker (Best Pratima Shilpi).
Today, it is the most coveted award that Durga Puja clubs and committees vie for in Kolkata that brings in glory for their neighbourhood and a sense of pride by this felicitation.
While over years, Asian Paints Sharad Shamman has been connecting with the people in Kolkata through the on-ground activity and media support, the challenge now is different. How do we connect with the Bengali youth, who are spread far and wide, make the importance of Durga Puja relevant to them.
This campaign brought in one of the most popular Bengali music bands, Lakkhichhara, to create a song that would capture the entire mythology and celebration of Durga Puja in their own unique style. To enrich this content piece further, many more art forms like Baul singing, Pattachitra, etc. were brought together to create an output that is both very captivating to listen to and watch.
This main music video launch has been supported by a set of pre-launch and post-launch videos that have kept the conversation rolling daily, and simultaneously, heightened the audience’s interest level high.
Asian Paints GM for brands Jaideep Kanse mentions, “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.”
Ogilvy Mumbai group creative head George Kovoor says, “#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.”
MUMBAI: Conceptualised, written and produced by Supari Studios, Asian Paints launched another exciting series of ‘How To videos’ for your home décor ideas.
‘Live Stylishly’ is a weekly series of inspiring home décor & interior design ideas that will help you transform your home into spaces that are functional yet aspirational. With these videos we created an ecosystem of content across Pinterest, YouTube and IGTV for anyone looking for premium lookbooks and ideas to revamp their homes. The content gave a local twist while giving the consumers an understanding of the wide range of products Asian Paints has to offer.
We came up with four versatile themes to enhance spaces like bedrooms, study and living/dining room spaces. These themes were Nautical, Jewel Tones, Botanical and Gelato which were explored through 20 fun DIY videos curating a video catalogue for every homes’ makeover.
Nisha Vasudevan, Director, Asian Paints Live Stylishly Season 3 says “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 3 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.”
Manoti Jain, Executive Producer, Supari Studios says “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.”
MUMBAI: The 10th season of Kaun Banega Crorepati (KBC) is all set to see more involvement from its host channel Sony Entertainment Television (SET). The broadcaster is co-producing the show via its newly launched production house Studio Nxt along with rights holder Big Synergy. The show will be aired from 3 September, weekdays at 9 pm.
SET business head and EVP Danish Khan said, “Sony Original is the sub brand of SET, Studio Nxt is another independent entity which is a production house to produce fiction, non-fiction, scripted, non-scripted and digital IPs.”
He added that it is an independent production house that will cater to Sony as well as platforms outside.
The show was kick-started with the campaign #KabTakRokoge, celebrating the spirit of resilience in people. Viewers can look forward to a special curtain raiser episode which will be telecast on Sony on 2 September at primetime.
The network claims to have received record-breaking registrations of over 31 million within a span of 15 days. The show promises to be a visual delight for viewers with the use of Augmented Reality (AR) for the first time on Indian TV.
Since Khan’s tenure at Sony as marketing head, KBC has always seen brainstorming for every aspect except the host. “Amitabh Bachchan was the best host in our mind from the day one. Since then, every year we have been trying to do something new, last year we had introduced the Fridays, Nayi Chah, this time we are coming up with AR to happen for any reality GEC in India. We have done huge investments and it is worth it,” he said.
When it comes to the promotion of the show, Khan said that there is a lot of media explosion. He added that as there’s a lot of penetration of social media and internet, there is little to plan and more to create.
The channel expects the ad inventories to be completely sold out within the next seven days. The show is co-powered by Vivo V11 Pro and Mahindra Marazzo while Aakash Institute, Axis Bank, Asian Paints, CEAT, Raymond and Syska Wires & Cables are the associate sponsors.
MUMBAI: When it comes to doing up your house, doors and windows are often the most neglected part. The latest campaign rolled out for Asian Paints’ legacy brand Apcolite is all about encouraging you to have fun with your doors and windows, exploring an aspect of home decor that was hitherto largely untouched.
Tonic Worldwide has created the #SlamDoorsNoMore campaign for Asian Paints Apcolite Enamel which highlights how consumers have largely neglected their doors while concentrating on other areas of home decor. The digital campaign focuses on the life of a contemporary couple, where the wife is upset with her husband’s careless behaviour, venting her anger by slamming doors. In one such instance, a photograph of the couple also falls off the wall. In a bid to appease his wife, the husband transforms the door, replacing the boring nude shade with attractive colours and images, thereby transforming his wife’s mood as well, defusing her anger. Doors are not for banging anymore, rather, to be admired.
Asian Paints Chief Operating Officer Amit Syngle says, “Asian Paints has identified themselves 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.”
Tonic Worldwide Chief Business Officer Sudish Balan says, “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.”
Tonic Worldwide creative director Ashwin Dutt adds, “No one really bothers about decorating their doors, especially with stencils. You may use stencils on your walls but not your doors. Stencils for doors are a low involvement category and there needs to be a gradual change in perception. It’s a cost-effective way to spruce up the interiors of your home. As a marketer, you live for such briefs. No one even notices their doors. So, we decided to create some love for the product by creating a story around doors in every household. We noticed that our TG had a unique connection with the door. Doors are used as an expression of anger. It’s usually slammed in an argument to make a point. The idea was to narrate a tale that resonates with our audience and spur a conversation through our film. And that is exactly what comes out. With low involvement products it’s important to create communication that is relatable yet conveys the message”.
