Asian Paints’s new campaign #PeopleAddColour has been conceptualised by Ogilvy
Building on Asian Paints' existing corporate positioning ‘Har Ghar Kuch Kehta Hai’, the new TVC signifies how people and the joy of redecorating one’s home can create colourful memories
Asian Paints’ new corporate TVC, #PeopleAddColour, has been created on the belief that people add colour to our homes and create unforgettable memories. Building on the brand’s existing corporate positioning ‘Har Ghar Kuch Kehta Hai’, the new TVC signifies how people and the joy of redecorating one’s home can create colourful moments and memories to be cherished for years to come.
Conceptualised by Ogilvy India, the main film in which an elderly couple, who are empty nesters, recreate a sense of home with strangers. It opens to an intriguing scenario of a lady who sees her husband re-doing their son’s room with the help of painters. On questioning her husband about why the room is being re-decorated, he mentions that just as their son has been welcomed into the home of another family abroad, there will other kids living away from their families whom they could provide a home to as a paying guest. Recognising the importance of how people can add colour to one’s life, the mother favourably agrees. The film proceeds to a montage of different youngsters who have had a warm and memorable experience with the couple.
The film concludes with a wall adorned with photographs and colourful memories with their paying guests in the couple’s home, beautifully capturing the brand message, ‘Ghar sajta hai uski chahal pahal se.’
This thought is taken further with a set of 20 sec films, print, outdoor, retail promotion, radio spots, digital engagement and on-ground activation.
Talking about the new corporate ad, Amit Syngle, COO, Asian Paints Limited said, “With the new corporate TVC #PeopleAddColour, our core objective is to recapture the essence of how people who live under the same roof bring colour to each other’s lives while highlighting the emotional equity a home holds. Building on our positioning and expression of ‘Har Ghar Kuch Kehta Hai’, we aim to resonate with our consumers by instilling empathy and meaning into decor.”
Sukesh Nayak, Chief Creative Officer, Ogilvy Mumbai said, “People make homes beautiful. #PeopleAddColour celebrates this thought and encourages people to make their homes happier. The launch film for this campaign is a beautiful story of an empty nester couple. A story that will probably resonate with lots of people across India. When their son leaves to study abroad, the couple decides to redecorate their son’s room and open it for other children. Filling their life with joy. Making their home happier again.”
Client: Asian Paints
Agency: Ogilvy Mumbai
Ogilvy Creative: Sukesh Nayak, Kunal Sawant, Vivek Verma, Prasad Kulkarni, Akshay Gawde, Mithun Rajam, Shrinjayi Sengupta
Ogilvy Planning: Prem Narayan, Vipasha Bhuptani, Nadia Miranda
Ogilvy Account Management: VR Rajesh, Manish Tilwani, Pradeep Rao, Amrita Basu, Ritu Pandya
Production House: Corcoise Films
Director: Prasoon Pandey
Producer: Cyrus Pagdiwala
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