Campaign India Team
Sep 05, 2008

Asian Paints' new TVC fights inflationary mindset

Asian Paints has launched a new campaign to position itself as a smart choice against inflation. The campaign has been designed by Contract Advertising. The creative team includes Manish Bhatt and Raghu Bhat. The film has been directed by Shoojit Sircar of Rising Sun Films and is expected to break sometime today.

Asian Paints' new TVC fights inflationary mindset

Asian Paints has launched a new campaign to position itself as a smart choice against inflation. The campaign has been designed by Contract Advertising. The creative team includes Manish Bhatt and Raghu Bhat. The film has been directed by Shoojit Sircar of Rising Sun Films and is expected to break sometime today.

The film opens to a scene of a groom seated on a horse for his wedding. However, closer inspection of the horse reveals that it is in fact, two men under a white sheet pretending to be a horse. Two men (Vijay Raaz and Atul Kulkarni) dressed in black suits are present for the wedding, Raaz is surprised, wondering why have they used a false horse? Kulkarni tells him, that since it is a budget wedding, they have done without a real horse. In the next scene, Kulkarni again reveals that due to budget constraints, snake charmers have been hired as musicians, instead of shehnai players. Again, in the third situation, the couple is shown to get married with the help of mantras played on a tape recorder, instead of a pandit, to save money. In the last situation, the men are walking around in the house of the groom, and Raaz is surprised that the house has been done up in expensive paint. Kulkarni replies, that since the paint is Tractor Emulsion, it just looks expensive, but isn't.

Manish Bhatt, senior VP and ECD says, "Painting is a major expense during this time of the year. We wanted to show that Asian Paints just looks expensive. However, as the quantity used is less as compared to other paint brands, it is value for money. This is portrayed as a point of view of the observers: Atul Kulkarni and Vijay Raaz."

Raghu Bhat, senior VP and ECD adds, "This is an interesting casting as we have roped in two theatre actors instead of the usual run-of-the-mill Bollywood celebrities. While Kulkarni is the good guy, Raaz doubts everything. The characters have been created in a way such that Kulkarni's character plays a perfect foil to Raaz's doubting cynical character."

Source:
Campaign India

Related Articles

Just Published

7 hours ago

Google Chrome to extend support for third-party ...

In a blog post, Google said it had become clear that "more time is needed across the ecosystem to get this right"

14 hours ago

Apac Effie Awards 2021: 16 shortlists from India

Ogilvy leads with five shortlists; entries from The Womb, BBDO, McCann, The Leo Group and Edelman also in the fray

15 hours ago

'It was the best jury for me, ever': Merlee Jayme ...

The Cannes Lions Radio & Audio jury president dishes on content themes and production trends that made their way into the audio shortlist this year. Plus, how she gave her jury members an 'eargasm'

15 hours ago

Weekend Laugh: Producer's Diary by Dalbir Singh

The co-founder of Kiss Films presents his weekly sketches for Campaign India