Asian Paints: Brother's envy, online pride

By Ashwini Gangal , afaqs!, Mumbai | In Advertising
Last updated : September 13, 2010
Through its new campaign, Asian Paints wants to reach out, become the consumers' guide; whilst telling them that painting the home is now easy and convenient

Asian Paints has launched a new ad campaign with the agenda of popularising its website, Unlike its recent corporate campaign, in January 2010, for exterior paint, Apex Ultima (recall the Magician TVC), this campaign is primarily aimed at informing consumers that answers to all their painting-related queries are just a click away.

The campaign, which is slated to last for around two months, showcases the range of utility tools offered by the website, from simple colour selection and guiding the painting process to troubleshooting. The target group includes individuals belonging to SECs ABC.

The site aims to simplify consumers' painting experience, by helping them visualise and implement décor ideas. It has several user-friendly tools to help consumers at various stages of the process of painting their homes, and imparts knowledge on processes used before, during and after painting. It also guides consumers in choosing colours, wall patterns and designs; while facilitating live online chats with product experts. Estimating one's painting budget via a 'paint calculator' is another offering.

The creative duties for the account are handled by Ogilvy India. "This is a tactical campaign that has been conceived to increase awareness about the website; it's not a technical campaign like 'Har Ghar Kuch Kehta Hai'. We're still living with that brand thought, though," shares Abhijit Avasthi, national creative director, Ogilvy India.

He goes on to clarify that the films have deliberately been made dialogue-heavy, because the campaign is information-led. The interesting characterisation in the films aims to inject some entertainment. Depending on how the campaign unfolds, the characters, which have already begun creating a buzz, may be retained in subsequent campaigns. "The dialogue between the characters has been given an earthy, warm flavor," adds Avasthi.

The creative brief given to the agency was to deliver something that was easy for consumers to grasp and would popularise the site in an interesting manner. This campaign is the result of pan-India research done across all consumer segments. The results revealed that consumers are fairly ignorant about the process of getting their homes painted.

Amit Syngle, vice-president, sales and marketing, Asian Paints tells afaqs!, "The objective of this campaign, therefore, is to spread awareness about the solution to this predicament and to make this entire process of painting one's home easy for consumers." He goes on to inform that though it shares heaps of information, it is not merely an information-led effort; he claims that the website will take Asian Paints to a high ground as far as branding goes, too.

The options that consumers can avail on the site are depicted in four ad films, one for each tool, while the overall context has been maintained in each individual film.

The films show an exchange of dialogue between two brothers. The older sibling keeps reminiscing about the good old days, where he used to take all the important decisions, but now feels left out that this is no longer the case; he feels neglected when his brother uses the website in question to spruce up his home.

The younger sibling makes an effort to reassure his dejected elder brother, by explaining the ease with which a paint job can get done, using the product and its site, but to no avail. The benefits of the website and brand proposition are thus brought out through their humour-laden conversations.

The creative team on the account comprises Abhijit Avasthi, Mahesh Gharat, Pradyumna Chauhan, Makarand Joshi, Hemal Sirsikar, Shahnawaz Qadeer and Sandip Gaikwad. The films have been directed by Prasoon Pandey and the production house is Corcoise Films.

The media mix includes extensive use of TV (the TVCs will be aired on GECs and news channels), print, radio and BTL activities. While the ad spends allotted for the campaign could not be ascertained, Syngle tells afaqs! that the brand would be increasing regional ad spends in order to increase advertising in regional languages.

Does the campaign work?

Industry experts give a thumbs-up to the campaign.

Malvika Mehra, national creative director, Grey Worldwide, likes the approach to introducing the website for the brand, as it "delivers information on supposed 'techy stuff' in a relatable 'gharelu' situation". She's grateful to the scriptwriter for not making it a typical squabble between the 'saas' and 'bahu'.

Mehra explains, "I like the casting, scripting, and the way the chemistry and dynamics unfold between the slightly miffed 'bade bhaiya' and 'chottu'. It's very relatable. It manages to cue in 'naya zamana, naye tareekay' in a charming, non-clichéd manner."

She adds that the set of four commercials manages to cover all points on the brief and drive the point home. Mehra quips, "The TVCs are beautifully written and executed. I wish I had done these."

Ryan Menezes, executive creative director, McCann Erickson, opines, "These ads could have been extremely boring infomercials, demonstrating the features on the site, but they're not. There's always a self-appointed expert or mentor in every family. So, that angle in the ads -- of his reaction to the new 'expert' -- is funny."

He adds that the commercials are nicely scripted and well acted. "It would probably make me check out the site the next time I want to get my house painted," Menezes concludes.

First Published : September 13, 2010
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