Asian Paints for its Adhesives range of products has launched an all new digital film titled ‘Screaming Furniture’. Conceptualised by McCann India, the film features Nawazuddin Siddiqui. Illustrating the importance of doing ‘Perfect Kaam’ (perfect job) to earn ‘Uncha Naam’ (stellar reputation), the film shows how a job done shoddily can haunt you even after finishing the work, while a perfectly done job helps you to earn a good reputation in the market. The TVC aims to strengthen the brand’s position amongst the target audience with a fun and engaging watch.
Mirroring what the brand stands for - professionalism and great craftsmanship that demand hard work and no compromise, the latest campaign tries to communicate how well the brand understands its audience. A set of shorter 19 sec films, print, outdoor, radio spots, digital engagement and on-ground activation have also been made.
Amit Syngle, COO, Asian Paints Limited said, “Asian Paints Adhesives stands for providing a modern and progressive choice, a Choice Tarakki Ki, to customers and applicators through its range of products. The film takes the brand message and creatively weaves in the insight that a perfect job is crucial to earning a perfect reputation in the market”.
The agency believes that adhesives as a category have been far too long stuck in a grimy sweaty functional space. To bring alive the idea that liability of not using Asian Paints Adhesives is to be remembered for a shoddy job, the agency tries to make a point that the brand helps carpenters achieve not just function but also form and finesse.
Suraja Kishore, Executive VP & GM - McCann Mumbai said, “The insight that every time furniture makes a creaking noise we don’t blame the adhesives we rather blame the carpenter has been cleverly amplified in an amusing manner. We are excited to rewrite the rules of the category and make Asian Paints adhesive synonymous with design and décor rather than mere functional benefit of just great bonding.”
Client: Asian Paints
Agency: McCann Worldgroup
Creative Team: Abhinav Tripathi, Nishant John, Vikram Dhembare, Sheel Dsouza, Shivam Ingale, Sanket Kalgaonkar
Planning: Rajesh Sharma
Account Management: Ratnapriya Mitra, Shweta Tiwari, Charmi Shah
Production House: Equinox films
Director: Deb Medkar
Producer: Manoj Shroff