Conceptualised by Ogilvy Advertising, the campaign shows how men are not good at understanding colours but women are more expressive
BestMediaInfo Bureau | Mumbai | October 14, 2016
In a recent campaign, Asian Paints has shown that although men have always been considered the dominant gender, when it comes to putting together a beautiful home, women fare far better. Asian Paints colour experts help men understand colours, designs and patterns better.
The film captures interesting moments of how men and women see colours totally differently from each other and then goes on to propose an early start for men to come to the same level as women in their appreciation of colours. While men had answers like ‘this is red, dark red, deep dark red, light red, this is just red’ and so on, women went on to say that ‘this is enthusiasm, eee wala red, passion, royalty, power, festivities, attractive, beautiful, love and much more’.
The scene shows a few young boys as the Asian Paints Colour expert questions them about what they see. All the boys answer red. Then the expert puts forward various situations like love, anger, spicy, etc., and asks them to attach a colour to them. They all say red. It hence proves that women have a better sense for colour when it comes to painting homes. The campaign ends with the boys saying what all they see in red as the background slide shows #SeeColoursBetter.
Sukesh Kumar Nayak, Executive Creative Director, Ogilvy Advertising, Mumbai, said, “To take the campaign idea forward, we conducted a social experiment with a little twist. When men failed to see beyond the obvious, we decided to help them imagine colours better by starting young.”
Creative Team: Sukesh Nayak, Kunal Sawant, Faraz Alam, Garima Obrah
Account Management Team: Manish Tilwani, Ritu Pandya
Production House: Corcoise Films
Director: Neha Kaul
Producer: Cyrus Pagdiwala