Speaking to Campaign India, Raj Nair, executive creative director, Contract Advertising said, "Royale has always been the perfect backdrop for your most prized possessions. It's now India's first paint with Teflon surface protector that ensures your walls remain protected from stains, bacteria, fungus and have a smoother finish that lasts longer." Contract Advertising was tasked with portraying this thought through the campaign.
Watch the TVC here:
Featuring Asian Paints' brand ambassador Saif Ali Khan, the TVC opens with a party that's taking place at his house. However, throughout the party, Saif's attention keeps focusing on any person or any activity that might ruin the sheen of this walls. Resultantly, he keeps getting distracted by a woman whose umbrella happens to scratch the wall, or a glass of wine that almost spills onto the wall. At the end, the VO tells the audience to relax and not worry about their walls, since the Royale's Teflon technology protects them.
Speaking about the idea and the communication objective, Nair said, "We wanted to play with the idea of 'Timeless Beauty' that Royale with its Teflon surface protector ensures that your walls look beautiful for a long time to come."
Nair says that the aim of the campaign was to announce the ‘new news’ of Teflon and best exploit the (Teflon) value-add to Royale.
"Consumers aren't really sold on the anti-fungal and anti-bacterial properties of paints. They just want a paint that lasts long so that their walls look newly painted for a longer time. This was the consumer insight that the campaign stemmed from," he says.
With a media mix comprising TV, print, outdoor, radio, cinema and on-ground activations, the campaign has been created by Ravi Deshpande, Nair, Aunindo Sen and Fali Unvalla who make up the creative team. The film has been shot by Sunhil Sippy of Highlight Films.