Asian Paints has rolled out a film for its 'Ezycolour Home Solutions' service. Conceptualised by Ogilvy & Mather, the film focusses on how the brand finishes paint work in a fixed timeline.
The film which is shot in the form of a musical satire explains this. A home owner who is using the service for the first time, expects the Asian Paints team to miss the deadline. The team joins him in singing a 'tick-tock' song and gets on with their work. The film ends with the house owner pleasantly surprised as the newly painted house is delivered on time.
Amit Syngle, president, Asian Paints, said, "The consumer proposition of 'On-time painting' solves a perennial issue of delays in home décor and creates an instant connect. The use of mechanised tools from Asian Paints ensure we always finish the work on time. This has been brought to life brilliantly in the film by the creative team."
Sukesh Nayak, ECD, Ogilvy Mumbai, said, "Asian Paints Ezycolour Home Solutions promises to value a person's time and finish the project in the committed time. And not a day late. Our creative idea of 'Tick tock. On the clock.' celebrates this surprising feeling of things not happening according to the famous Indian Standard Time."
Client: Asian Paints
Creative agency: Ogilvy & Mather, Mumbai
Creative: Sukesh Nayak, Kunal Sawant, Faraz Alam, Garima Obrah
Planning: Prem Narayan, Vipasha Bhuptani, Sumana Suresh
Account management: VR Rajesh, Manish Tilwani, Amrita Basu, Ritu Pandya
Production house: Green Grass Film
Producer: Rachita Chowdhury
Director: Anaam Mishra