Top Story

e4m_logo.png

Home >> Advertising >> Article

Asian Paints highlights its SmartCare range through webisodes

11-May-2016
Font Size   16
Share
Asian Paints highlights its SmartCare range through webisodes

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 1:

Episode 2:

Episode 3: https://www.youtube.com/watch?v=-5b8gfJwhX0

TVC Link:

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.”

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 Southeast Asian market

We speak to Punit Misra, CEO, ZEEL, Domestic Broadcast Business, on Zee TV’s new look, its aim and the shaping up of domestic business

This exercise will take the channel to the next level: Siju Prabhakaran, Cluster Head – South Business, Zee Entertainment Enterprises Limited

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...

Though business has picked up, the private FM industry expects festive ad spends to be subdued compared to 2016

Of the 116 upheld ads, the majority belonged to healthcare and education