Mumbai: Asian Paints, leading paint and décor major has launched an all new corporate TVC, #PeopleAddColour. Building on the brand’s existing corporate positioning ‘HarGharKuchKehtaHai’, the new TVC signifies how people and the joy of redecorating one’s home can create colourful moments and memories to be cherished for years to come.
Conceptualized by Ogilvy India, we see the main film in which an elderly couple, who are empty nesters, recreate a sense of home with strangers.
The TVC opens to an intriguing scenario of a lady who sees her husband re-doing their son’s room with the help of painters.On questioning her husband about why the room is being re-decorated, he mentions that just as their son has been welcomed into the home of another family abroad, there will be other kids living away from their families whom they could provide a home to as a paying guest.
Recognizing the importance of how people can add colour to one’s life, the mother favourably agrees. The film proceeds to a montage of different youngsters who have had a warm and memorable experience with the couple.It concludes with a wall adorned with photographs and colourful memories with their paying guests in the couple’s home, beautifully capturing the brand message, ‘Gharsajtahaiuskichahalpahal se.’
This thought is taken further with a set of 20 sec films, print, outdoor, retail promotion, radio spots, digital engagement and on-ground activation.
Speaking about thenew corporate ad, AmitSyngle, COO, Asian Paints Limited said, “With the new corporate TVC#PeopleAddColour, our core objective is to recapture the essence of how people who live under the same roofbring colour to each other’s lives while highlighting the emotional equity a home holds. Building onour positioning and expression of ‘HarGharKuchKehtaHai’, we aim toresonate with our consumers byinstilling empathy and meaning into decor.”
SukeshNayak, Chief Creative Officer, Ogilvy Mumbai, said, “People make homes beautiful. #PeopleAddColour celebrates this thought and encourages people to make their homes happier. The launch film for this campaign is a beautiful story of an empty nester couple, a story that will probably resonate with lots of people across India. When their son leaves to study abroad, the couple decides to redecorate their son’s room and open it for other children. Filling their life with joy.Making their home happier again.”
TheTVC will be aired on national and regional channels in English, Hindi, Marathi, Kannada, Telugu and Bengali. In addition, the TVC will also be promoted across Asian Paints YouTube channel.
Watch the new corporate TVC #PeopleAddColourfrom Asian Paints on the below link:
Client: Asian Paints
Agency: Ogilvy Mumbai
Ogilvy Creative: SukeshNayak, KunalSawant, VivekVerma, Prasad Kulkarni, AkshayGawde, MithunRajam, ShrinjayiSengupta
Ogilvy Planning: Prem Narayan, VipashaBhuptani, Nadia Miranda
Ogilvy Account Management: VR Rajesh, Manish Tilwani, PradeepRao, Amrita Basu, RituPandya
Production House: Corcoise Films
Producer: Cyrus Pagdiwala