Paint and décor major Asian Paints has launched its new corporate TVC, #PeopleAddColour. Building on the brand’s existing corporate positioning ‘Har Ghar Kuch Kehta Hai’, the new TVC signifies the joy of redecorating one’s home, building colourful moments and memories with people around to be cherished for years to come. Conceptualised by Ogilvy India, the main film shows an elderly couple, who are empty nesters but recreate a sense of home with strangers.
The TVC opens with a lady who sees her husband re-doing their son’s room with the help of painters. When she questions her husband why the room is being re-decorated, he mentions that just as their son has been welcomed into the home of another family abroad, there will be other kids living away from their families whom they could provide a home to as a paying guest.
Recognising the importance of how people can add colour to one’s life, the lady agrees. The film proceeds to a montage of different youngsters who have had a warm and memorable experience with the couple. It concludes with a wall adorned with photographs and colourful memories with their paying guests in the couple’s home, beautifully capturing the brand message, ‘Ghar sajta hai uski chahal pahal se’.
Amit Syngle, COO, Asian Paints, said, “With the new corporate TVC #PeopleAddColour, our core objective is to recapture the essence of how people who live under the same roof bring colour to each other’s lives while highlighting the emotional equity a home holds. Building on our positioning and expression of ‘Har ghar kuch kehta hai’, we aim to resonate with our consumers by instilling empathy and meaning into decor.”
Sukesh Nayak, Chief Creative Officer, Ogilvy Mumbai, said, “People make homes beautiful. #PeopleAddColour celebrates this thought and encourages people to make their homes happier. The launch film for this campaign is a beautiful story of an empty nester couple, a story that will probably resonate with lots of people across India. When their son leaves to study abroad, the couple decides to redecorate their son’s room and open it for other children; filling their life with joy and making their home happier again.”
The TVC is aired on national and regional channels in English, Hindi, Marathi, Kannada, Telugu and Bengali. In addition, the TVC will also be promoted across Asian Paints YouTube channel along with a set of 20-sec films, print, outdoor, retail promotion, radio spots, digital engagement and on-ground activation.
Client: Asian Paints
Agency: Ogilvy Mumbai
Ogilvy Creative: Sukesh Nayak, Kunal Sawant, Vivek Verma, Prasad Kulkarni, Akshay Gawde, Mithun Rajam, Shrinjayi Sengupta
Ogilvy Planning: Prem Narayan, Vipasha Bhuptani, Nadia Miranda
Ogilvy Account Management: VR Rajesh, Manish Tilwani, Pradeep Rao, Amrita Basu, Ritu Pandya
Production House: Corcoise Films
Director: Prasoon Pandey
Producer: Cyrus Pagdiwala