The present times have brought us closer to our loved ones at home and at the same time, it has brought us closer to our homes too. With this insight, paint company Asian Paints has released the second digital film under ‘Har Ghar Chup Chaap Se Kehta Hai’, capturing people’s love for their homes, which has been rekindled during the lockdown. So has taking care of homes together as members are seen cleaning and doing household chores collectively now that everyone is at home.
In its first instalment, the recreated version of the commercial gave us a reason to smile and appreciate what we have during the current uncertain times. The second instalment, conceptualised by Ogilvy India, showcases individuals and families taking care of their homes in the current quarantine period. Upkeep of the house, an otherwise trying exercise, has now become a source of joy to family members. Children, men and even pets are chipping in with their share of household chores. This relevant truth is beautifully captured to show how one’s relationship with one’s home, a relationship at the core of brand Asian Paints, is rekindled.
Voiced by Piyush Pandey and directed by Neha Kaul of Corcoise Films, this video will bring a smile on everyone’s faces and remind them what their home has been to them; a place of security.
Amit Syngle, MD and CEO, Asian Paints Limited, “Our second video is a very different take on the emotions associated with homes, wherein the home personification and its relationship with the people who live there come to light in a very beautiful, interconnected way. The camaraderie between the home and the members, bring the joy in reliving those real moments that strongly define the emotional connect. Relationships rekindle the fun routines and some lively activities, combined with daily chores, bringing the social message of Stay Home Stay Safe alive.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, “Staying at home we found a new corner in our home which has become our favourite spot and we found places to clean that we never did before. We found new love for our homes and we decided to capture this love in our film.”
Sam Balsara, Chairman and MD, Madison World, said, “Asian Paints has done an amazing job of staying alive in the consumers’ mind, not by eulogising their paint but empathising with their consumers by highlighting to them the joys of doing household chores, staying at home; thereby making the most of the unfortunate circumstances that consumers find themselves in today. My compliments to team Asian Paints and Ogilvy for the idea and producing not just one but two digital films from home. This move will earn Asian Paints tremendous goodwill of its customers which will benefit the company for time to come. Asian Paints is not only the leader in Paints, but has behaved like one.”
Client: Asian Paints
Agency: Ogilvy Mumbai
Ogilvy Creative: Piyush Pandey, SukeshNayak, KainazKarmakar, HarshadRajadhyaksha
Office Leader, Ogilvy India (West): VR Rajesh
Ogilvy Account Management: Manish Tilwani, Amrita Basu, SarveshBelekar
Director: Neha Kaul
Production House: Corcoise Films