O&M's new campaign for Asian Paints sees Ranbir Kapoor in a unique role

The dare was a truly refreshing and interesting take on the brief to establish UltimaProtek as the best waterproofing paint

e4m by exchange4media Staff
Updated: Jan 10, 2017 8:07 AM
O&M's new campaign for Asian Paints sees Ranbir Kapoor in a unique role

When Asian Paints was looking to establish Asian Paints Ultima Protek as the best waterproofing paint, it got Ogilvy & Mather, Mumbai to tap a clear opportunity within the exterior category. The idea was for Asian Paints to own a differentiated, stable, strong and consistent positioning that is rooted in highlighting water as the main cause of all exterior problems. This campaign will also enable AP to elevate the brand stature for Ultima Protek as a technologically-superior and innovative painting system in the exteriors category.

With this objective in mind, the Ogilvy & Mather, Mumbai team came up with the core thought, “Since the product can really withstand the pressure of heavy rains, why don’t we dare the rains to see if they can overcome us.” This was summarized in the campaign thought and line – Baarish ko aane do.

A refreshing and interesting take on the brief, the dare allows for various extensions across media. Brand Ambassador Ranbir Kapoor, brings the campaign to life in the unique role of an acclaimed classical singer, exponent of Raag Malhar, in love with the girl next door.

“We had a lot of fun working on this brief. This fun and the madness is quite evident in the work. I must thank Prasoon Pandey for making this commercial come alive. My team and I are looking forward to execute the other surround ideas on the same platform,” said Sukesh Kumar Nayak, Executive Creative Director, Ogilvy, Mumbai.

In addition to the TVC, there are various other ideas in the pipeline around the core thought of ‘Baarish ko aane do’, informed Nayak. The campaign will be aired live across TV, POS, OOH, Press and Digital.

Client: Asian Paints Ltd.
President- Sales, Marketing & Technology: Amit Syngle
Brand Team: JaideepKanse, ShyamSwamy, Nadeem Karbhari, Sabarish Ranganathan

Agency: Ogilvy & Mather, Mumbai
Executive Chairman and Creative Director, South Asia: Piyush Pandey 
Executive Creative Director: Sukesh Kumar Nayak
Creative Team: Kunal Sawant, Faraz Alam, Vivek Verma, Garima Obrah, Akshay Gawde, Sunil Kumar 
Account Management Team: VR Rajesh, Manish Tilwani, Haripriya Mark, Sarvesh Belekar
Account Planning Team: Prem Narayan, Aniruddha Khandekar, Priyanka Nair

Production House: Corcoise Films
Director: Prasoon Pandey

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