Asian Paints has recently taken a fresh strategy to promote their product Ultima Protek. Using humour, along with their newly appointed ambassador Ranbir Kapoor, the brand manages to strike a chord with the audience. The campaign which was uploaded on YouTube on January 5, has garnered more than 1 million views till now.
The ad titled ‘Barkha’, which has been conceptualised by Ogilvy & Mather, Mumbai with an aim to elevate the brand stature for Ultima Protek as a technologically-superior and innovative painting system in the exteriors category. The agency took a refreshing stance to highlight the qualities of the paint, through a romantic musical drama where Kapoor is seen as a classical singer.
Commenting on the brief on which the agency worked, Sukesh Kumar Nayak, Executive Creative Director, Ogilvy, Mumbai said, “We had a lot of fun working on this brief. This fun and the madness are quite evident in the work. I must thank Prasoon Pandey for making this commercial come alive. My team and I are looking forward to execute the other surround ideas on the same platform.”
In addition to the TVC, there are various other ideas in the pipeline around the core thought of ‘Baarish ko aane do’, informed Nayak. The campaign will be aired live across TV, POS, OOH, press and digital.
Giving his views on the ad, Deepak Singh-CCO, The Social Street said, “The ad looks good to me, humour is a good way to be in the memory for sometime but not for very long.This kind of work has been explored earlier by few brands, no harm in doing one more but not a great strategy. The only factor that makes it memorable is Ranbir Kapoor in a never seen before avatar.”
Subhadeep Dawn, Creative Group Head, Contract Bangalore further added, “The creative is no doubt humorous, but the highlight of the paint which is about weather coating is completely missing. Nowhere have they spoken about any consumer benefit as well. I liked the ad, but expected something more from it.”
In Asian Paints’ previous campaign for Ultima Protek as well, the brand had used humour to highlight the relationship between a husband and wife. In fact, Asian Paints as a brand has always used humour as a central theme to connect with their consumers. It has always worked in favour of the brand and helped to create better brand recall in the paint category.