In good times and in bad, Asian Paints vows to keep your house shining
Asian Paints, leading paint & décor major launched a new TVC for two specially designed paints to depict the long-lasting beauty and shine to walls by Tractor Emulsion Shyne for interior walls and Ace Shyne for exterior walls. With a key focus on the rural markets for larger brand presence and visibility, Asian Paints addresses the need for paints that offers a long lasting shine inside and outside one’s home. Despite the progress in small towns, the residents have a very simplistic approach towards life. For them, their house is their most valuable social currency – a mark of their progress in the society for which they will not settle for anything but the best. Whether a major family event or any kind of celebration, painting the house is an important aspect of their homes and they expect a good quality paint that keeps their house looking newer with ‘chamak’ (shine) of the paint for longer.
Keeping this need in mind, Asian Paints launched a film for their two new paints - Tractor Emulsion Shyne and Ace Shyne. Conceptualized by Ogilvy India, the film portrays the story of one such beginning of a newlywed couple as their shining relationship evolves through time against the splendid backdrop of their home that has been painted with Tractor Emulsion Shyne on the inside and Ace Shyne Emulsion on the outside. Equipped with better shine that lasts long, both paints come with a 3-year performance warranty.
Speaking about this innovative campaign, Amit Syngle, COO, Asian Paints Limited said, “Consumers in the smaller towns look forward to maintaining their homes with a shine and long-lasting paint that is often conveyed as their mark in the society. With Tractor Emulsion Shyne for interior walls and Ace Shyne for exterior walls, we offer the promise of a beautiful home that radiates an eminent shine on the inside and outside of each house. The campaign captures the efficacy of the paints with a narrative that enables audiences to resonate with the daily nuances of life.”
Sukesh Nayak, Chief Creative Officer, Ogilvy Mumbai, said, “The campaign is based on a very simple idea – the romance in a marriage might fade, but the shine on the walls of their home won’t. The film blends in the interior + exterior walls in a simple narrative that shows how the couple’s marriage goes through ups and downs while their home remains as good as new.”
Client: Asian Paints
Agency: Ogilvy Mumbai
Ogilvy Creative: Sukesh Nayak, Kunal Sawant, Vivek Verma, Prasad Kulkarni
Ogilvy Account Management: VR Rajesh, Manish Tilwani, Abhishek Banerjee, Ritu Pandya, Aishwarya Venkitaraman
Ogilvy Planning: Prem Narayan, Priyanka Nair, Dhara Pujara
Production House: RPF Films
Director: Suresh Triveni
Producer: Radhika Sawhney