Paints company Asian Paints launched its first-hand and surface sanitiser Viroprotek in May 2020 and in continuation launched the product’s first television commercial stressing on the importance of home hygiene during these uncertain times. Viroprotek aims to cement relationships with homes, bringing joy, assurance and peace of mind to homeowners.
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The TVC is set in the backdrop of consumers trying to go back to everyday life after the lockdown. It shows how people have become conscious of what they touch. It’s all about sanitising and making things germs-free for loved ones. The film highlights how a mother sprays Viroprotek on the fridge to make it germ-free, a father takes the Viroprotek sanitiser with him to office and how families sanitise every family member and parcel that comes from outside.
Viroprotek is showed being used on furniture and other spaces that we often touch in and around the house. The voiceover is from the point of view of Viroprotek who strives to protect and care about everyone at home like a responsible family member. The campaign will have ideas across social and digital platforms to position the brand as the 'Ghar ka pehredar' or the 'Guardian of the home'.
Amit Syngle, Managing Director and CEO, Asian Paints Limited, said, “Customer-centricity is at the heart of Asian Paints. We intend to deliver products that matter to the consumer. Currently the health and hygiene space is the most relevant one. So after launching Royale Health Shield, we now seek to address the growing requirement of hand and surface sanitisers with Viroprotek. Just as consumers strive to protect and care about everyone at home, Viroprotek promises the same. Hence, the idea for the film comes from our customers and their behaviour at home. From sanitising our most exposed body parts, i.e. our hands and feet, to ensuring everything around the house is germ-free; Viroprotek is a responsible and the ideal pehredaar of your home.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “From taking care of every home to taking care of people living in those homes. ViroProtek Sanitizers from Asian Paints will proudly stand for the safekeeping of every home.”
Client: Asian Paints
Agency: Ogilvy Mumbai
Chief Creative Officer Worldwide and Executive Chairman India: Piyush Pandey
Chief Creative Officer India: Sukesh Nayak
Chief Strategy Officer: Prem Narayan
Office Leader India (West): VR Rajesh
Planning Team: Akhil Menon
Account Management: Manish Tilwani, Haripriya Mark, Akshatha Shetty
Creative Team: Pashyn Sethna, Amit Hoiyani, Amol Suryavanshi, Vaibhav Paradkar
Production House: Corcoise Films Director: Prasoon Pandey Producer: Cyrus Pagdiwala