Asian paints has launched its new painting service called Ezycolour Home Solutions with the intention of taking the pain out of painting. Anybody familiar with paint or repaint of a home or office knows that the deadlines are more or less never met. Asian paints believes that if they make a commitment, they will deliver on time.
In the form of a musical satire, the brand changes the perception of a home-owner who expects the painting team of Ezycolour to miss their deadline. He thinks that Indians have a different understanding of Indian Standard Time but the team changes his opinion throughout the duration of the ad film.
Amit Syngle, Presiden, Asian Paints said, “The consumer proposition of “On-time painting” solves a perennial issue of delays in Home Décor and creates an instant connect. The use of mechanised tools from Asian Paints ensure we always finish the work on time. This has been brought to life brilliantly in the film by the creative team.”
Creative Agency Ogilvy & Mather executed this film. Sukesh Nayak, ECD, Ogilvy Mumbai, said, "Asian Paints Ezycolour Home Solutions promises to value a person's time and finish the project in the committed time and not a day late. Our creative idea of 'Tick tock. On the clock,' celebrates this surprising feeling of things not happening according to the famous Indian Standard Time."