Top Story

e4m_logo.png

Home >> Advertising >> Article

Asian Paints adds emotional charm to 'Har ghar kuch kehta hai' proposition

11-September-2013
Font Size   16
Share
Asian Paints adds emotional charm to 'Har ghar kuch kehta hai' proposition

A popular saying goes…Home is where the heart is and a house is a mere shelter if it is not alive and full of emotions. Asian Paints has released a new corporate campaign in the popular ‘Har ghar kuch kehta hai’ series that brings out yet another warm and beautiful story of making someone ‘feel at home’.

The brand believes in understanding the consumer’s relationship and emotions with homes and the communication has always touched the same. The ‘Har ghar kuch kehta hai’ campaign was the outcome of this thinking.

Conceptualised by Ogilvy India, the film takes us through the story of an Army Captain who decorates and sets up the house to welcome his bride. In doing so, he has taken special care by bringing a décor resemblance from her parents’ home. She’s overwhelmed by her husband’s thoughtful gesture of welcoming her in his life and his home.

 

Amit Syngle, President – Decorative Business Unit, Asian Paints said, “Asian Paints understands the emotions of people with home, and we decided to further strengthen the relationship by telling another endearing story around home and decor. The best way to bring this alive was through our long-standing property of ‘Har ghar kuch kehta hai’.”

On the idea behind the campaign, Abhijit Avasthi, National Creative Director, Ogilvy India said, “After a series of humorous films the past few years on the service proposition, we decided to do another emotional story. The film beautifully brings out how decor and paints can be used to express our feelings and make people around us happy.”

Has the emotional connect clicked?
Expert take

Naresh Gupta, Managing Partner, Bang in the Middle said, “There are a lot of things right with this commercial. The husband-wife equation is terrific. The story-telling is first rate, the bedroom surprise is wonderful. The TVC very successfully turns the tables on everything the brand has done till today, including putting the husband in charge of the decor. The brand is going beyond paints; it also has patterns, etc., which comes through. Asian Paints has added oodles of charm to a well loved series.”

Our take
From ‘Mera wala’ to the ‘Waah Sunil babu… badhiya hai’ campaign, Asian Paints has always created path-breaking commercials, exploring various aspects of human nature – emotions, humour and fun. The brand cracked the interesting insight of ‘Har ghar kuch kehta hai’, and the latest campaign takes that insight forward. It is based on distinguishing a ‘house’ from a ‘home’ because of the people who live in it, their interactions, their stories and memories.

It is an emotional moment for a girl to leave behind her parents and settle in a new place. Nothing can be more delightful if she gets the same look-and-feel as her parent’s house. Hence, the communication has hit the right chords by highlighting the feelings of the bride.

The tone of the commercial is warm and emotional, which will establish connect with the audience. The chemistry between the wife and the husband has been very well portrayed with the surprise element coming alive. It’s another stunner from Asian Paints!
 

Aparna Bhosle, Business Cluster Head - Premium & FTA GEC channels - ‎ZEEL, on its new property, sponsors, investment on acquisition and response to BBC First

In an interview with exchange4media, Ferzad Palia says that most successful brands are not those who spend the most money

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Southeast Asian market

The group released the Little Hearts online-only campaign, #BreakSomeHearts, early this year and is on the path to make many more of its brands available on the digital platform

As Milind Pathak takes over as Managing Director - Southeast Asia, Httpool, we chat with him on his new role, aspirations and his plans to aggressively penetrate the operations of the group in the Sou...

The group released the Little Hearts online-only campaign, #BreakSomeHearts, early this year and is on the path to make many more of its brands available on the digital platform

Aroon Purie, the India Today Group Chairman and Editor-in-Chief today appointed his daughter Kallie Purie as the Vice Chairperson of the group