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Contract launches Asian Paints Royale’s new 'No to Nice' campaign featuring Saif Ali Khan

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Contract launches Asian Paints Royale’s new 'No to Nice' campaign featuring Saif Ali Khan

Royale range from Asian Paints launched their latest advertising campaign "No to Nice", conceptualised by Contract Advertising. The idea behind the communication is to urge customers to move beyond the ordinary and reach out for the extraordinary.

“Royale which stands for impeccable performance and ahead of the curve décor sensibilities represents the large quest, a quest for the extraordinary. Saif Ali Khan truly personifies this philosophy. It is a continuous journey of exploring and re-inventing the choices you make in life. It’s all about exceeding one’s own expectations and not settling for the status quo. We believe that this new conversation will create excitement and add a new dimension to life,” explained Amit Syngle, President Marketing and Technology, Asian Paints.

Contract decided to use Saif Ali Khan, the brand ambassador for Royale, in a situation that would elegantly reflect how sometimes even the most refined palates slip up when it comes to their home decor.

The TVC features Saif Ali Khan as a very quality conscious individual with high standards in food, art and even floral arrangements, who uses ‘nice’ to comment about things that aren’t good enough. The tables are turned on him when at a party being hosted by him, a guest refers to his newly painted walls as nice. After using Asian Paints’ Royale words like ‘amazing’ and ‘extraordinary’ are used to describe the walls.

Contract took into consideration the popular "Chalta Hai" attitude of people in India and came up with the idea of saying "No to Nice".

Talking about the film, Ashish Chakravarty, NCD – Contract Advertising said, “For Royale, we wanted to change the conversation from just fine décor to a quest for the extraordinary. So what’s the enemy of extraordinary? That feeling of being satisfied with ‘ok’, ‘just good’, ‘expected’ and ‘nice’. The thought of Saif Ali Khan as the 'purveyor of all things extraordinary’ was perfect for the persona he comes with. So in the film we turn the tables on him when it comes to interior décor. That made for a very compelling story for Royale to tell.”


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