Royale from the Asian Paints umbrella is scouting for a creative agency. The initial rounds of the pitch are underway in Mumbai this week, as confirmed by industry sources. Contract Advertising is currently handling the creative duties of the account for Tractor and Royale, while Ogilvy India handles all the other business for the account.
It is learned from sources that there is a possibility that another category may be added to the Royale brand as well.
In keeping with the brand image and positioning, Royale had signed on Saif Ali Khan and his sister Soha Ali khan as brand ambassadors. The agency’s campaign for the brand highlights its Teflon surface protector feature.
The most recent activity for the brand includes a digital campaign supplementing the TVC featuring Saif and Soha, wherein the brother-sister duo is rendered speechless as an after-effect of viewing a Royale Aspira painted wall. The digital campaign featured a mime video encouraging users to tweet what makes them speechless, taking the speechless thought forward.