Asian Paints' webisodes 'Where The Heart Is' portrays celebs' homes

Asian Paints recently concluded a series of webisodes called ‘Where The Heart Is’. As the name suggests, these webisodes showcased beautiful celebrity homes while the celebs narrated their experiences in building them. Each episode covered a celebrated influencer in their unique stream of work and highlighted those exquisite elements that transformed their house into a loving home. The campaign for the brand was ideated and executed by Madison World India.

Before this current digital property, Asian Paints had earlier run shows on TV known as ‘Har Ghar Kucch Kehta Hai’ for three consecutive years. It is for the first time they have taken the format to the digital front. But differentiating the two properties, Abhik Banerjee, DGM, Asian Paints Account at Madison World, said, “The earlier TV campaign was more from the nostalgia and childhood perspective and this campaign is more from the perspective of who these celebrities are today at their present home.”

Madison Media played a vital role in planning and strategy of this online campaign. They also tactically utilised the digital medium to create a buzz around the campaign with the help of innovative promotional mechanisms such as Facebook Canvas and Twitter Conversation ads. They helped in roping in celebs such as John Abraham, Kalki Koechlin, Mandira Bedi and Prosenjit Chatterjee.

Khyati Bhatia

Khyati Bhatia, Senior Creative Strategist, Madison Media, said, “Another element that we can add in terms of showing the differentiation is we wanted to target more digital savvy consumers. Consumers are also moving away from TV.”

Does the mean that the target audience for the campaign is youth?

Banerjee said, “Not exactly, youth per se. The target audience is more evolved. It is difficult to define the TG in terms of age group. The age group will remain between 21 and 44 years. But more from psychographic kind of an understanding, it is more of an evolved kind of an audience, whom we wanted to reach out to, because the brand is also moving from a paint brand to a decor-centric positioning. So, that’s the reason we thought of going digital as that is where the right audience is.”

Throughout the films, the celebrities have only spoken in English and that is no hindrance in reaching out to the audience. “When we started the discussion, it was more from a perspective of an evolved audience. We wanted the evolved audience to be the part of this journey. The people who will understand the perspective will also understand English as a language,” added Banerjee.

“What we wanted to do is that rather than making it only inspiring piece of content, we also wanted the consumers to have an aspirational value. There is a very strong combination as our audience is contemporary, understands luxury and therefore they are evolved and are readily available on the digital medium. So, they understand this kind of content, which is not just inspiring in nature but also aspirational somewhere. That is where the broader perspective of Asian Paints in the category comes out,” added Bhatia.

The first season of ‘Where The Heart Is’ explored homes of celebrities such as John Abraham, Kalki Koechlin, Mandira Bedi, Rana Daggubati, Pernia Qureshi, Dinesh and Dipika Karthik, Abu Jani, Sandeep Khosla and Prosenjit Chatterjee to inspire their digital savvy consumers. The kind of celebrities the brand has chosen has typical geographical importance across the genres.

Being an absolute digital property, each episode of Asian Paints Where The Heart Is witnessed an average video completion rate of over 25 per cent. Webisodes with celebrities such as John Abraham, Kalki Koechlin and the sports duo of Dinesh and Dipika Karthik were also trending on YouTube with over nine lakh views. To allow the online consumers in gaining first-hand experience of celebrity properties, a series of 360⁰ images were posted on Asian Paints social media channels. 

To cover all arenas of digital telecast, OTT partner Hotstar also aired the episodes simultaneously. The property concluded on a high note with the launch of India’s first Twitter Mosaic by a brand. This mosaic collected sentiments of online consumers regarding their homes on Twitter with the help of ‘conversational ads’. Over a span of just 48 hours, the mosaic received over one lakh engagements.

The webisodes:

https://wheretheheartis.asianpaints.com/

Credits:

Madison Team: Abhik Banerjee, Khyati Bhatia, Swapnil Bodhe, Hiral Shah, Suresh Prabhu, Bharati Shetty, Amrita Sadhu

Stories in Motion: Joseph Karthik, Joshua Karthik, Purva Gothoskar, Vishvesh Bakshi

Info@BestMediaInfo.com