Does the latest Asian Paints ad featuring Ranbir Kapoor strike a chord?
While some experts call the ad entertaining & clutter breaking, others say it could send a wrong message
Published - 11-February-2019
Asian Paints has been known for years for its ad films laced with humour and an underlying opportunity to create a strong positioning for the brand. Along with its creative agency — Ogilvy — Asian Paints has always created magic with their ad communication.
Asian Paints recently launched a campaign to establish Ultima Protek as the ‘Gold Standard’ in protection for the exteriors of every home. Conceptualised by Ogilvy India, the ad has been directed by renowned director Prasoon Pandey.
The film features Ranbir Kapoor as an aspiring politician who firmly believes that his house, his symbol of pride, will shield him through the troubled times of his political career. The mansion also becomes the centre of celebrations in his good times.
The ad shows Asian Paints Ultima Protek — the ‘lamination’ of his home — gives him the confidence that no matter how bad the times are his home will stay as good as new for years to come.
In the TVC, Ultima Protek with its Lamination Guard technology and 10-year warranty protects Ranbir’s home just like his political career.
We asked our experts if the idea and execution were good enough for the ad to make a strong impact in the minds of the consumers, considering the competition and their strategies. Does the storyline and Ranbir in the politician’s avatar make the cut?
Ashish Naik, Executive Creative Director, L&K Saatchi and Saatchi calls it a clutter breaking piece of work that absolutely shines through. “Asian Paints is an iconic brand with a legacy of memorable campaigns. People always look forward to their ads. This time around too they have created an entertaining piece of work, timed perfectly during the election year. The ad’s direction and Ranbir’s performance are stellar that take the idea to another level,” Naik said.
Priya Gurnani, Creative Head, Publicis Worldwide, Bengaluru, said the ad was definitely entertaining and has been shot well, if taken with a pinch of salt. “Politicians and Asian Paints both are equally thick-skinned. Here, the brand’s positive trait is being compared to the negative traits of a politician. While this can be seen as dark humour and a bold move by the brand, it can also be worrisome because you are advertising the reality of our country at the moment.”
Alpa Mhatre, Creative Director, Monk Media Network said that at a time where brands usually shun themselves from exploring the political scenario of the country, Asian Paints has dived head first into this issue and swam back to the shore. Mhatre says the ad puts across the brand’s message clearly with a simple insight of worrying about the stains on your walls. “It’s a beautiful, satirical ad. They’ve managed to keep the overall ad light, just as Asian Paints ads usually have been down the years, keeping true to the brand. The biggest twist comes when you realise that the house belongs to a minister from the current political scenario. It educates and at the same time sells the product qualities. As an old saying goes: Ek teer se do nishane.”
However, Ashish Phatak, Executive Creative Director, DDB Mudra Group, says the message of the product being able to prevail in dire circumstances gets diluted in the ad. “The connect between the protagonist and the product seems superfluous. Also, I am not sure if it’s in the best taste to use a corrupt politician who enjoys lamination like protection to make the point,” he said.
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