Royale from Asian Paints – when nice is not enough

Conceptualised by Contract, the TVC asks people to say “No to nice” and encourages them to embrace only the extraordinary

BestMediaInfo Bureau | Mumbai | August 18, 2015

Click on the image to watch the TVC.

The latest campaign rolled out for Asian Paints' luxury emulsion paint brand Royale presents a unique viewpoint which shake the consumers out of the slow descent into choosing things which will just about do.

Contract Advertising has partnered Asian Paints to launch this campaign across India. The agency 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 décor.

The TVC shows Saif Ali Khan and the female protagonist looking for few collectibles at a décor shop. Not quite impressed with the things on offer, but not wanting to sound rude, he merely terms the things on offer as 'nice'. He explains to his partner that when he finds the things merely okay, he politely brushes them off as “nice”.

But the tables turn on Khan, when a guest at his home refers to the house as “nice” when asked about his opinion on the décor. Stunned by the rebuff, Khan then gets the walls painted with Royale from Asian Paints and turns nice to something 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,” said Amit Syngle, President - Marketing & Technology, Asian Paints.

As the leader in the luxury paints segment, Royale decided to take up a crusade against people accepting the acceptable in their lives and encouraging them to embrace only the extraordinary.

Contract viewed this as a problem that is not only rampant in the luxury paints category but in the overall lives of people in India at large, where the 'Chalta Hai' attitude has seeped into even the most refined tastes, and so the idea of saying “No to Nice” came to life.

Ashish Chakravarty

Ashish Chakravarty, NCD, Contract Advertising, commented, “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 the okay, the just good, the expected. The 'nice'. Now 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… now that made for a very compelling story for Royale to tell.”

The TVC:

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

Credits:

Client: Asian Paints

Brand: Royale

Creative agency: Contract Advertising

Contract Team: Ashish Chakravarty, Kapil Mishra, Rahul Ghosh, Akshat Ghildial, Mehul Shah, Mallika Suresh, Ramiya Nambiar, Venketraman Venkateshwaran, Sheetanshu Mishra, Rashmi Gupte, Adwait Vanmali

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