Asian Paints Royale Play inspires women to 'Make Room for the NEU'

The digital campaign by FoxyMoron showcases stories of some remarkable women who have overcome personal challenges and gone beyond the ordinary to achieve success

BestMediaInfo Bureau | Mumbai | September 15, 2015

Click on the image to watch the Video.

Bringing to life some inspiring stories of women who have believed in their aspirations and have made room for something new in their lives, FoxyMoron has unveiled a digital campaign – #MakeRoomForTheNEU – for Asian Paints Royale Play. The campaign promotes the annual new range of wall texture variants under the NEU series – 2015 edition.

With this campaign, Royale Play aims to connect with the 21st century woman who is dynamic, independent, a lifestyle surfer at heart and constantly absorbs inspiration to curate the best of it in her life and living space. It brings together some compelling stories of women, including Neenu Kewlani, who overcame personal challenges and became the first ever Miss Wheelchair India; Neha Arya Sethi, a banker turned baker, who owns a chain of dessert stores – Sweetish House Mafia; and Upasana Makati, founder, publisher, editor of White Print – India's first English lifestyle magazine in Braille.

Speaking about the campaign, Amit Syngle, President, Sales Marketing and Technology, Asian Paints, said, “The only thing constant in décor is change and Royale Play promises to evolve dynamically and bring out innovative wall textures year on year to empower its consumers to keep up with this ever changing scenario. Women inherently have a strong sense of décor and as the world continues to shrink, thanks to technology and travel, she is carefully curating the best of elements to bring alive her space, her walls. Royale Play salutes a few remarkable women who kept pushing the envelope and brought about the change they wanted to see, in the videos released as a part of the NEU campaign. They are indeed making the world a beautiful place to stay in.”

Suveer Bajaj

Suveer Bajaj, Co-founder, FoxyMoron, added here, “The Royale Play woman is not someone who is ready to settle for the ordinary. She wants to evolve and would like everything around her to evolve so much so that she'll willingly gives up things that are no longer a part of her ever evolving persona and hence, we conceived the idea of #MakeRoomForTheNEU. The campaign showcases stories of some remarkable women that are truly inspiring. The emotional approach strikes a chord with the audience and will hopefully inspire as well as encourage the women of today to embrace new challenges, opportunities and a 'NEU' tomorrow.”

As part of the campaign, Royale Play is also hosting various contests across all social media platforms, asking people to share their stories of how they have made room for something 'NEU'. The contest winners stand a chance to win various gift vouchers and discounts, as well as a makeover for their walls.

The Video:

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