Contract’s new film for Asian Paints Tractor Emulsions aims at upgrading the choice of the great Indian middle class family when it comes to choosing emulsions over distempers while painting their house.
Asian Paint’s Tractor Emulsion has promoted itself as a value for money choice for the consumer who wants to upgrade from distemper to an emulsion finish for his interior walls. It is thus an upgrade brand for a distemper user who wishes to use an emulsion. Over the years Tractor Emulsion has championed this by upgrading households to Plastic paint and has been the market leader in its segment.
This year Asian Paints aimed to target the ‘harder-to-convert’ distemper user to Tractor Emulsion paint, by addressing their motivations and barriers. The research learnings threw light on the fact that many people in this segment did not consider painting and décor to be an immediate upgrade need as compared to other spends like consumer durables, given the expense involved. At the same time they also desired for social recognition, but preferred to be practical with distemper.
Explaining the motive behind the new film, Amit Syngle, President, Marketing and Technology, Asian Paints said, “For a distemper consumer, plastic paints become the final frontier when it comes to social status and appreciation. Also, being a value conscious consumer, he is not easy to convince. Therefore the film taps into this interesting phenomenon where, through a smart decision by the lady of the house, there is a visible social recognition with only a small increment in the cost.”
Click to view the film: https://vimeo.com/139313006
The new communication, crafted by Contract, addressed this issue. Ashish Chakravarty, NCD, Contract Advertising elucidated, “Tractor wanted to encourage its target, the great Indian middle-middle class, to enter the world of plastic paints, with the twin pitch of social recognition and affordability. We used the inherent humour in this situation, about a typical middle class family getting a status upgrade. This is a fertile space and has been used in our cinema time and again.”
Through practicality, the film shows how inexpensive Asian Paints emulsions are with their promise of ‘Dedh guna zyada faile’, while showcasing the reluctant customer enjoying his upgrade, with people complimenting him. The tagline ‘Kam Kharcha, Full Charcha’ neatly encapsulated him overcoming his dilemma and getting the social recognition he deserved.
The film uses the character of a typical upright college professor, who notices the perceptible difference in his neighbour's behaviour towards him and his family, after he painted his house with Tractor Emulsion. And as expected from a man with his outlook, he can't help but ruminate about a society, and a world, that gives ‘izzat’ on the basis of his beautified home.
Credits - Contract Team: Ashish Chakravarty, Vineet Mahajan, Kapil Mishra, Akshat Ghildial, Umesh Juwatkar, Mehul Shah, Raman Iyer, Ramiya Nambiar, Benny Alexander, Venketraman Venkateshwaran, Sheetanshu Mishra, Adwait Vanmali