In a bid to create confidence amongst various customers who have painting in mind or are fence sitters, category leader Asian Paints released a TVC about its newly launched safe and hygienic, Safe Painting Service. By setting precedence about health and hygiene, Asian Paints promises great looking walls while ensuring the well-being of home owners as well as their painters.
The TVC captures the safety levels of the new Safe Painting Service – usage of effective protective gear along with mechanized tools and Royal Health Shield paint to provide an added hygienic and protective shield to the walls.
In a lighthearted way, Asian Paints communicates the assured care and safety their new Safe Painting Service offers to customers. The film opens with a nosy couple, the Makhija’s who are seen prying on their neighbours, the Sukheja’s. They see people in safety kits being sprayed with sanitizers inside Sukheja’s house. The Makhija’s are trying to guess what the people in gear are there for when their neighbours interrupt their curiosity and reveal that they are getting their house painted.
The Makhijas tilt their binoculars and see people wearing gloves, goggles and a safety kit while using a mechanized painting system. The ad ends with a message about the new safe painting protocols as they show a team of Asian Paints Painters all dressed in full safety gear from head to toe with safety equipment in hand, walking out of the house.
Speaking about this campaign, Amit Syngle, MD and CEO, Asian Paints Limited, said, “In line with being a Responsible & Caring Brand we are looking at strengthening the Asian Paints Service Brand. We are proactively looking at providing assurance to our customers by supplementing the Asian Paints Painting service with Safety and Hygiene protocols. The Asian Paints Safe Painting campaign brings alive the commitment of the brand to offer not only a very safe painting environment but also a hassle free, faster and professional painting experience. The customers can now experience joy & happiness, reimagine their beautiful home without any risk, and with complete peace of mind.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “This campaign builds on the insight, how we are always curious to know what’s happening in our neighbor’s home. Building on this, it tells a funny story to reassure not just the home owner but his nosy neighbor too about our safe painting services.”
The campaign along with the TVC, will use ideas across digital and social media platforms to communicate the message that painting with Asian Paints Safe Painting Services is totally safe.
With the new Safe Painting Service, Asian Paints will manage the painting of sites in a thoroughly safe manner. The painting process will be executed as per the new safety guidelines, maintaining all sanitization and hygiene protocols.
Painters will come equipped with safety gadgets like coveralls, masks, gloves, safety goggles, sanitizers etc. The painting site will be sanitized at regular intervals and regular temperature checks will be conducted to track the health of the painters.
The painting is done with mechanized tools to ensure great finish while maintaining social distancing norms. At every stage, Asian Paints will ensure the well-being of their painting staff and the residents of the house while taking every step to maintain cleanliness of the site.
Client: Asian Paints
Agency: Ogilvy Mumbai
Ogilvy Creative: Sukesh Nayak, Prasad Kulkarni
Office Leader – Ogilvy India (West): VR Rajesh
Ogilvy Account Management: Manish Tilwani, Amrita Basu, Sarvesh Belekar
Ogilvy Planning: Prem Narayan, Samhita Chaudhuri, Dhara Pujara
Director: Prasoon Pandey
Production House: Corcoise Films