Last month Asian Paints launched their maiden TV commercial for its SmartCare range of water proofing solutions. The ad conceptualised by Ogilvy & Mather used a humorous and witty approach to highlight how the new product is the perfect solution to fix dampness, cracks and water leakages. What stood out in the communication was the brand offering; a first-of-its-kind retail waterproofing warranty on the product in order to establish credibility.
This time however, the brand has decided to take the core proposition of the product forward through a series of webisodes.Till now three episodes have been launched and the story revolves around a CBI officer investigating a SmartCare contractor about the product and its warranty claims through a lie detector test.
Episode 3: https://www.youtube.com/watch?v=-5b8gfJwhX0
Sharing the concept behind the digital episodes, Sukesh Nayak, Executive Creative Director, Ogilvy & Mather said, “We have extended the core value of the brand forward through these digital ads. The idea is to reach audiences through different mediums. We launched the TVC, now we have come up with the webisodes, radio is in the pipeline and there is more to come. Every medium is actually being explored and the best part is that we are not using the same content across every medium.”