Top Story

Home >> Advertising >> Article

Asian Paints Ultima Protek’s humorous ad with Ranbir Kapoor gets 1 million views on YouTube

12-January-2017
Font Size   16
Asian Paints Ultima Protek’s humorous ad with Ranbir Kapoor gets 1 million views on YouTube

Asian Paints has recently taken a fresh strategy to promote their product Ultima Protek. Using humour, along with their newly appointed ambassador Ranbir Kapoor, the brand manages to strike a chord with the audience. The campaign which was uploaded on YouTube on January 5, has garnered more than 1 million views till now.

The ad titled ‘Barkha’, which has been conceptualised by Ogilvy & Mather, Mumbai with an aim to elevate the brand stature for Ultima Protek as a technologically-superior and innovative painting system in the exteriors category. The agency took a refreshing stance to highlight the qualities of the paint, through a romantic musical drama where Kapoor is seen as a classical singer.

Link:

Commenting on the brief on which the agency worked, Sukesh Kumar Nayak, Executive Creative Director, Ogilvy, Mumbai said, “We had a lot of fun working on this brief. This fun and the madness are 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.”

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.

Expert view:

Giving his views on the ad, Deepak Singh-CCO, The Social Street said,The ad looks good to me, humour is a good way to be in the memory for sometime but not for very long.This kind of work has been explored earlier by few brands, no harm in doing one more but not a great strategy. The only factor that makes it memorable is Ranbir Kapoor in a never seen before avatar.”

Subhadeep Dawn, Creative Group Head, Contract Bangalore further added, “The creative is no doubt humorous, but the highlight of the paint which is about weather coating is completely missing. Nowhere have they spoken about any consumer benefit as well. I liked the ad, but expected something more from it.”

Previous campaign:

In Asian Paints’ previous campaign for Ultima Protek as well, the brand had used humour to highlight the relationship between a husband and wife. In fact, Asian Paints as a brand has always used humour as a central theme to connect with their consumers. It has always worked in favour of the brand and helped to create better brand recall in the paint category.

Link:

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

The ad which was shot on Monday in Mumbai’s Film City in Goregaon is slated to go on air in July.

The campaigns that won at The Abby's are not going to Cannes this year. The agency has chosen a different set of campaigns for the international festival of creativity

EVP and Head Digital Business, SPN India says the surge in smart phone sales is driving the growth of over-the-top (OTT) industry like never before