Home >> Advertising >> Article

Tonic Worldwide creates #SlamDoorsNoMore for Asian Paints

30-November-2017
Font Size   16
Tonic Worldwide creates #SlamDoorsNoMore for Asian Paints

When it comes to doing up your house, doors and windows are often the most neglected part, aren't they? Well, not anymore. The latest campaign rolled out for Asian Paints’ legacy brand Apcolite is all about encouraging you to have fun with your doors and windows, exploring an aspect of home decor that was hitherto largely untouched.

Tonic Worldwide has created the #SlamDoorsNoMore campaign for Asian Paints Apcolite Enamel which highlights how consumers have largely neglected their doors while concentrating on other areas of home decor. The digital campaign focuses on the life of a contemporary couple, where the wife is upset with her husband's careless behaviour, venting her anger by slamming doors. In one such instance, a photograph of the couple also falls off the wall. In a bid to appease his wife, the husband transforms the door, replacing the boring nude shade with attractive colours and images, thereby transforming his wife's mood as well, defusing her anger. Doors are not for banging anymore, rather, to be admired.

Sudish Balan, Chief Business Officer, Tonic Worldwide, says, “As William Wordsworth said, if the doors of perception were cleansed, everything will appear to man as it is, infinite. This was the overarching thought, the way we treat our doors is a reflection of the environment we have created for ourselves.  If a door is the first thing you see when you are about to enter your home, and if it pleases your cognitive sense, then it will elevate your mood too”.

Ashwin Dutt, Creative Director, Tonic Worldwide, says, “No one really bothers about decorating their doors, especially with stencils. You may use stencils on your walls but not your doors. Stencils for doors are a low involvement category and there needs to be a gradual change in perception. It's a cost-effective way to spruce up the interiors of your home. As a marketer, you live for such briefs.  No one even notices their doors.  So, we decided to create some love for the product by creating a story around doors in every household. We noticed that our TG had a unique connection with the door. Doors are used as an expression of anger. It's usually slammed in an argument to make a point. The idea was to narrate a tale that resonates with our audience and spur a conversation through our film. And that is exactly what comes out. With low involvement products it's important to create communication that is relatable yet conveys the message”.

Amit Syngle, Chief Operating Officer, Asian Paints, says, “Asian Paints has identified themselves as a partner for consumers in creating beautiful homes. Over the last decade, we have seen wall stencils and textures becoming an integral part of the home décor. Along with walls, furniture and other elements, doors also play a key role in accentuating the décor of one’s home. Ideas for doors is a simple, yet powerful element of a consumer’s decor journey.”


Tags Asian Paints

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

Radio Mirchi maintained its top spot while Fever FM replaced Big FM at the second spot in Kolkata

Singh explains why marketers should focus more on maintaining the core essence of a brand and not just innovations

Venkat brings with him over 20 years of extensive experience of working in media, creative, cultural and knowledge industries on several international projects in over 30 countries.