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Asian Paints highlights value factor of Tractor Emulsion

Conceptualised by Contract Advertising, the commercial brings out the brand’s proposition that emulsions last long and don’t require painting every year

BestMediaInfo Bureau | Mumbai | September 23, 2016

Asian-Paints-Tractor-Emulsion Click on the image to watch the TVC.

Within the ever competitive home paints market, Asian Paints have been a major player in terms of both market share and keeping their marketing communication straight. In yet another campaign promoting their brand Tractor Emulsions, the company promises much better permanency on lesser expenditure.

Contract Advertising has conceptualised the campaign to bring out the brand’s philosophy of ‘Kam Kharcha, Saalo Saal Charcha’. The film aims at highlighting the value factor of the brand's emulsions, which lasts for many years and hence does not require painting every year. Asian Paints Tractor Emulsion has positioned itself being a smart choice for the consumer who wants to upgrade to an emulsion finish for his interior walls, at a marginal premium over distemper.

The film opens on a father being received by his son in law on a visit to his daughter’s house and thereafter a debate ensues on the importance of painting one’s house every year. In the course of the film he realises that with Tractor Emulsion there is no need to paint the house every year, thereby reinforcing ‘Kam Karcha, Saalo Saal Charcha’.

Amit Syngle, President Marketing and Technology, Asian Paints, said, "The distemper consumer today has a very strong ‘har saal’ or annual paintings cycle. Through an interesting interplay between an old fashioned father-in-law and a progressive son-in-law, this communications challenges this ‘har saal’ painting cycle where on using Tractor Emulsion, the consumer gets not only a plastic paint finish but also a product that lasts much longer than a distemper."

Ashish Chakravarty Ashish Chakravarty

Ashish Chakravarty, NCD, Contract Advertising, said, “Tractor Emulsion has always provided value conscious consumers with awesome looking walls. This has made Tractor the paint brand of choice for the Great Indian Middle Class. This year however, we had an exciting new story to tell. The age old tradition of getting the house painted was getting decimated and replaced with something smarter. This clash of old habits and new ideas was the genesis of the commercial – an authoritarian classical music teacher struggling to keep things stay the way they have always been in the face of a smart young man who knows better. It’s an attempt at showcasing real life humour drawn from the lives of real consumers.”

The TVC:



Client: Asian Paints

Creative Agency: Contract Advertising:

Creative Team: Ashish Chakravarty, Kapil Mishra, Vineet Mahajan, Sambhit Mishra, Saurabh Sawant, Umesh Juwatkar, Sayok Roy, Kaushik Saha, Sunil Shetty, Mukund Birje, Ramiya Nambiar, Benny Alexander, Kunal Dani, Anahita Buhariwala

Production house: Tubelight Films

Director: Prashant Sippy

Producer: Charu Budhiraja

DOP: Manikandan

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