Asian Paints has launched a campaign for the launch of its range of specialised sanding paper brand ‘TruStar’. The campaign has been conceptualised and executed by Tonic Worldwide, an independent digital-first creative agency.
The campaign stems from the research with 'Gipsi', the HI + AI research division of Tonic Worldwide. The core target group for the product is painters and contractors. Data and research from Gipsi suggested that they believe in perfection on every project and thrive on it. Celebrating this trait of being a perfectionist, the team stitched a series of films centred around the core idea of ‘Starting Right’ and ‘Perfection’. And so came about Mr. Perfect Parimal — a fun character devised for a digital video series campaign who routinely whips out his go-to, trusted TruStar sandpaper. He smoothens big, small, odd and uneven objects in his daily life as he is obsessed with perfection. The protagonist Mr Perfect Parimal reflects the consumer’s emotions and aspirations for perfection using delightful hyperbole.
With the aim of reaching out to a larger audience in India, the product and brand message was launched through seven videos in Hindi, Telugu, Kannada, Tamil and Malayalam on YouTube, Facebook platforms like Trucaller, WhatsApp and Indiamarket — the primary digital footprints of the audience.