Here's why actor Rajkumar Rao lives in his bathroom
National Award winning actor endorses Bathsense by Asian Paints in TVC conceptualised by Madison BMB
To introduce its new bathroom offerings named Bathsense in India, Asian Paints has launched a 360 degree campaign, centred on a series of TVCs for North India. The TVCs were supported by an outdoor, print, digital and radio campaign, various activations and other point-of-sale elements for dealers, plumbers and customers. The entire campaign was conceptualised and created by Madison BMB, a unit of Madison World.
The concept of the campaign, including its tagline ‘Bathrooms that understand you’, came from an insight that today bathroom products come in endless shapes and designs, but what one wants is a bathroom that smartly understands his/her expectations, including qualities such as hygiene and durability. The campaign uses both quirkiness and simplicity to talk about how Bathsense products understand the user, even if the outside world might not with the repeated use of the phrase ‘Isse pata hai’ (this understands me). The phrase is also utilised in other elements of the campaign to provide continuity with the films. The story called for a central character who could simultaneously be charming, easy-going, funny and classy which is why actor Rajkumar Rao was chosen for the North Indian (Hindi) film. His interaction with the products is showcased across all elements of the campaign, including print, hoardings and catalogues.
Regarding the campaign, Pragyan Kumar, Vice President, Asian Paints Home Improvement, says: “At Asian Paints, we have always strived to cater to the ever changing needs and wants of the consumer. Brand Bathsense is another step on that front. Apart from having great designs that look beautiful, Bathsense is committed to provide innovative solutions to problems that have remained unanswered for long. We strongly believe that the “Isse Pata Hai” campaign will help us seed Brand Bathsense in the market and establish clearly to our customers that we are here to offer solutions that truly understand them.”
Raj Nair, CEO and Chief Creative Officer, Madison BMB, says “In today’s day and age, it seems almost old fashioned to find a brand’s virtue in the brand’s features themselves. Having said that, when we realised that the features of brand Bathsense were as distinctive as they were, we thought why not build the proposition around the features themselves. Hence Bathrooms That Understand You packed with features that solve everyday issues in the bathroom was born. Then came the added bonus of Rajkumar Rao who with his performance has made the campaign more memorable. Plus the music in the films is extremely quirky and catchy. In fact, seeing the instantaneous positive response of the dealers at the launch was an incredibly satisfying conclusion that should resonate well with consumers too.”
Kim Solomon, COO, Madison BMB, says “The campaign presented us with a one-of-a-kind opportunity to do something in the bathroom communication space that has never been done before. We wanted to set a precedent that could be proudly added to the hallmark of excellence that Asian Paints ads and campaigns have always been known for. We’re very happy to have exceeded all our expectations.”
Raj Nair, CEO & Chief Creative Officer
Kim Solomon, COO
Shomo Sen (ACD), Raj Nair
Vallabh Yeolekar (CD)
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