Asian Paints shows how emotion makes a house into a home

The new campaign, conceptualised by Ogilvy & Mather, is an extension of the popular 'Har ghar kuch kehta hai' communication



Sohini Sen | Mumbai | September 11, 2013

Click on the image to watch the TVC.

Asian Paint's new campaign shows how a house becomes a home with thoughtful action. One of the biggest painting brands of the country, Asian Paints has already made campaigns under the now famous 'Har ghar kuch kehta hai' communication. The recent campaign, conceptualised by Ogilvy & Mather, speaks about the joy of home making. It tells how a house turns into a home because of the people who live in it, their interactions, their stories and memories.

"The last few years, all the communication was about the service Asian Paints provides. We decided to strengthen the emotional connect through the 'Har ghar kuch kehta hai' line and it has worked," said Avijit Avasthi, National Creative Director, Ogilvy India.

Asian Paints prides itself in being able to understand the consumer's relationship and emotions with homes. Consequently, the brand communication has always touched upon various facets of the values and emotions attached with homes.

The TVC revolves around an Army Captain, Rathod, and his bride. It opens with both of them entering their new house. The bride remarks how everything in the house is perfectly coordinated. Everything seems to be in line – much like the army lifestyle. Then she is guided to her room which is a welcome change from the disciplined decor of the other rooms. This room has a carefree attitude to it, done up in vibrant colours, with pictures on the wall and interesting decor. While the bride is amazed at how this is exactly like her room in her parent's house, the husband says that it has been done intentionally so that she never feels like she is away from home.

"The campaign was meant to educate and encourage people to think how decor plays an important role in bringing out the emotions. In the TVC, the Captain comes across as curt and not so expressive. But the fact that he cares comes across through the effort he has put in decorating his bride's room," explained Avasthi.

"We wanted to extend our property 'Har ghar kuch kehta hai' and add decor to that. This is what gave rise to this campaign. We will have more of these every year. We are also planning to take it to the digital and print medium. The focus would be on the new wall fashion or wall stencil which can be seen in the TVC. We are trying to popularise the new 'Imagine Stencil' through the digital space and let consumers know that it is now available," said Amit Syngle, President, Sales, Marketing and Technology, Asian Paints.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: Ogilvy & Mather

Creative Team: Abhijit Avasthi, Mahesh Gharat, Pradyumna Chauhan, Shanawaz Quadeer

Account Management: B Ramanathan, Tulsi Choksi

Account Planning: Madhukar Sabnavis, Kawal Shoor, Prem Narayan

Sohini.Sen@BestMediaInfo.com

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