Ogilvy & Mather uses humour in a tri-episodic series of ad films to drive home the brand message that Asian Paints had solutions for damp and leaking interiors
BestMediaInfo Bureau | Mumbai | May 17, 2016
Asian Paints is offering a new range of SmartCare solutions for waterproofing. Ogilvy & Mather, which has conceptualized the campaign to promote the products, has created a tri-episodic series of comedies to drive home the brand message.
The films, featuring a former intelligence officer and his contractor, promote three products of the SmartCare solutions range ? Damp Block, Damp Proofing and Crack Seal. In each episode the former intelligence offer puts his contractor through a lie detector test and each time the contractor blurts out the name of the SmartCare solution that could safeguard a damp wall, seal a crack on the ceiling and waterproof the interiors of a house.
Each film ends with the tagline âZubaan de doâ (give your word), delivered in a funny, cracked voice. In each film the contractor is able to give his word for a waterproofing solution by naming a product from the Asian Paints SmartCare range.
The âhow-to-doâ videos end with a twist. The first film shows the officer and the contractor sitting across a table with a lie detector placed on it. The lie detector is connected to the nervous contractor.
As the contractor fences each question put to him by the former intelligence officer, the green bulb on the lie detecting machine lights up to indicate that he is telling the truth. The contractor begins to regain his confidence, but the houseowner decides to put him in a spot and asks him whether his mother was a better cook than his wife.
In the second episode, the officer and the contractor are sitting on chairs in a living room, holding umbrellas over their heads, to stay safe from a leaking roof. The nervous contractor takes his lie detector test as the former intelligence officer grills him about the perfect solution to a leaking roof. The contractor passes all the tests and the green light on the machine lights up each time, when the houseowner decides to ask him whether his wife was prettier than her sister! The video ends, to keep viewers guessing about the outcome of that answer.
In the last film, the former intelligence officer and houseowner are once more in a house with damp walls, with the plaster peeling off the ceiling. Some slivers of the peeling paint on the ceiling float down to the officerâs shoulder even as he grills the contractor. The contractor offers âAsian Paints SmartCare Crack Sealâ as a solution to the houseownerâs problem and passes the lie detector test. The houseowner then spins him a googly and asks him who was better looking ? his wife or his mother!
All the three films end with a narration in the background about a âWarranty wala water proofing, with SmartCare from Asian Paints â Zubaan de do.â
Commenting on the campaign, Sukesh Kumar Nayak, Executive Creative Director, Ogilvy & Mather, said, âOur intent is not to just reach the audience through different mediums but to talk to them in a style that is suitable to that medium. This is a humorous and witty How-To-Do video series; they will not just inform but also entertain you.â
Client: Asian Paints
Agency: Ogilvy & Mather
Creative Team: Sukesh Nayak, Kunal Sawant, Faraz Alam, Garima Obrah
Servicing Team: V. R. Rajesh, Khushbu Sachdeva, Tanvi Rangnekar
Production house: Corcoise Films
Director: Neha K Kaul
Producer: Cyrus Pagdiwala