Asian Paints' 'Tick Tock' campaign promises to deliver on time

In its new ad film, Asian paints Ezycolour Home Solutions makes a commitment to always deliver on time. The campaign has been conceptualised by Ogilvy Mumbai. In a funny take, the ad showcases a home owner using the service for the first time, fully expecting the team to miss the deadline, as is the norm. But finally when the team finished the work on time, it changes his opinion.

Sukesh Nayak

Sukesh Nayak, ECD, Ogilvy Mumbai, said, “The service promises to value a person's time and finish the project in the committed time. Not a day late! Our creative idea of 'Tick tock. On the clock' celebrates this surprising feeling of things not happening according to plan and schedule.”

The film will have extensions in different medium such as digital and print. The creatives are trying to exhibit that this brand is capable of taking the challenge of painting homes and finishing the work within a fixed time frame.

Amit Syngle, President, Asian Paints, said, “The consumer proposition of ‘On-time painting’ solves a perennial issue of delays in home décor and creates an instant connect. The use of mechanised tools from Asian Paints ensure we always finish the work on time.”

The ‘On Time Painting’ campaign is a message to the target audience that getting their homes painted is indeed an easy job.

Aiming to build long-term value in the industrial coating business, Asians Paints have always tried to introduce new campaigns depicting various colours and flavours of life. The brand's advertisements have always played with various emotions -- be it showcasing father- daughter love featuring Deepika Padukone in the Asian Royale Play ad, or focusing on the affordability factor with the punch line ‘Kam Kharcha Full Charcha’ in its Tractor Emulsion category or in the Ranbir Kapoor ad giving the message of enjoying the rain like never before with the Ultima Protek TVC, which promises to protect the house during the rains as well. The brand has done it all to connect with the audiences, using light-hearted commercials.

Earlier Asian Paints had also adopted a positioning of ‘Har Ghar Kuch Keheta Hai’ with Har ghar Asian Paints digital colours, trying to mix the logical category of paints with emotional category of homes, which depicts people’s emotions for their homes and their desire to be proud of their house.

The TVC:

Credits:

Client: Asian Paints

Creative Agency: Ogilvy Mumbai

Creative: Sukesh Nayak, Kunal Sawant, Faraz Alam, Garima Obrah

Planning: Prem Narayan, Vipasha Bhuptani, Sumana Suresh

Account Management: VR Rajesh, Manish Tilwani, Amrita Basu, Ritu Pandya

Producer: Rachita Chowdhury, Green Grass Film

Director: Anaam Mishra, Green Grass Film

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