Asian Paints' brand ambassador Nawazuddin Siddiqui urges consumers to make the right choice

With a tagline like 'Choice Tarakki Ki,’ the film leaves a pertinent message about making progressive choices that leaves no room for compromise when it comes to quality

e4m by exchange4media Staff
Updated: Aug 19, 2017 8:02 AM


The digital campaign by Asian Paints to launch its new range of adhesives urges consumers to choose progressive materials for themselves. The digital film presents Asian Paints' range of adhesives catering to carpenters and contractors. The campaign revolves around the good-natured, diligent and ambitious Vicky Contractor who makes right choices. With a tagline like 'Choice Tarakki Ki,’ the film leaves a pertinent message about making progressive choices that leaves no room for compromise when it comes to quality.


Created by creative agency McCann, the digital film traces the journey of Vicky Contractor, portrayed by Nawazuddin Siddiqui who begins as a carpenter alongside his brother. With interesting moments and instances, it showcases how the choice of using Asian Paints Adhesives propels Vicky Contractor to greater heights unlike his brother who’s left behind.


While evaluating the right associations for the product, Asian Paints felt that Nawazuddin Siddiqui was the best brand ambassador for the product. They believe he is a self-made man who connects very well to the audiences and at the same time embodies the brand values of perfection and no compromises.


The communication stems from what the brand stands for; professionalism and great craftsmanship, both of which demand hard work and no compromise. The approach taken in the campaign is simple yet effective which is to show humourously exaggerated and diverse journeys of carpenters using different tools at work while the proposition speaks about going farther in life if shortcuts are avoided. Hence, Vicky Contractor is created as the personification of everything Asian Paints Adhesives believes in. He’s the no-compromising smart-worker who only believes in a job well done. Anything below that standard is unacceptable. He has a brother by the name Ricky who faces the downfall that is inevitable if you’re all about shortcuts and a lackadaisical attitude.



Amit Syngle, President of Technology, Sales, Marketing & Home Improvement, Asian Paints Limited says, “Adhesives is a strategically important category for Asian Paints and we are committed to offering the most innovative and cutting-edge adhesives products to our consumers. The 'Choice Tarakki Ki' campaign is a reflection of Asian Paints' philosophy that exemplifies highest standards of quality and performance. It imbibes a culture of great craftsmanship in carpenters and contractors to bring alive the brand’s promise. We are certain that this range will promote working diligently ‘Behind the Scenes’ to deliver exceptional finish for various décor solutions at home.”


Suraja Kishore, Executive VP & GM - McCann Mumbai says, “Asian Paints is one of the most loved and admired brand, its foray into adhesives takes this legacy forward. Designed to re-write the rules of the category by offering innovative and superior products, this campaign is rooted in the insight that a craftsman is as good as the tools and tricks he uses. Asian Paints Adhesives gives carpenters and contractors an advantage over others by facilitating not only the function of gluing stuff but also providing better form and finesse. The choice of Nawazuddin as the protagonist of this story is sure to have appeal amongst a large and important segment who are key users and influencers of this category.”

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