Asian Paints has rolled out Royale Atmos, a range of air-purifying paint. For the launch of the same a campaign conceptualised by Contract Advertising featuring Deepika Padukone has gone on-air.
The campaign began with a teaser which showed Padukone wearing an anti-pollution mask at a film-set. The full film shows Padukone at other indoor spaces wearing a mask. She reveals that the air inside a house can be five times more polluted than the air outside. The film ends with Padukone sitting at home without a mask. Here, she doesn't worry about air pollution because she's got Royale Atmos.
Amit Syngle, president - sales, marketing, technology and head-home improvement, Asian Paints, said, “According to a study by the World Health Organization (WHO), out of the 20 most polluted cities in the world, 13 of them are in India. People recognise that air pollution is having a detrimental effect on their health. At the same time, they remain unaware that indoor air can be even more polluted, as much as five times more. In such an alarming situation we present a solution to our consumers by launching Asian Paints Royale Atmos. This product is a first of its kind which will not only beautify the home but also will fight indoor air pollution. We have launched this TVC campaign with brand ambassador Deepika Padukone as we believe she is an apt public figure to represent a product for which awareness is crucial. We are happy to associate with her as we believe she can add the right support to our drive in building awareness around indoor air pollution.”
Prior to the reveal film, Asian Paints had released teasers on 18 August.