Asian Paints uses reincarnation to depict obsessive desire

WATCH the TVC created as part of the campaign by Ogilvy & Mather

Asian Paints uses reincarnation to depict obsessive desire

Asian Paints has unveiled a new campaign for its brand Apex Ultima Exterior Paint to depict people's obsessive desire to stake a claim for a house painted with it. Ogilvy & Mather has worked on a multimedia campaign for the brand, and has released a new TVC as a part of it.

Watch the TVC (story continues below)


The TVC shows an awestruck neighbour secretly admiring the house painted with Apex Ultima. Over a period of time, the neighbour dies and is reborn as a bird. Being a bird, he flies to the house and enjoys the things at offer at the house.

On the thought behind the campaign, Pradyumna Chauhan, creative director, Ogilvy & Mather, said, “The brief from the client was to communicate to the target audience that using the paint for the house, will turn it into an object of obsessive desire. Moreover, everyone’s obsession with the house will continue for a really long time and people might even go to extreme extents to stake a claim over it.”

Elaborating on the reincarnation idea for the commercial, Mahesh Gharat, creative director, Ogilvy & Mather, added, “Reincarnation is something that most Indians across geographies believe in and have grown up listening to. Through this commercial, we are using the same thought to convey the longevity of the exterior paint along with depicting what people are capable of going to stake a claim for a house that has become an object of obsessive desire.”

A multimedia campaign is on the cards with the television commercial being supported with print, radio, OOH and digital campaigns.


Agency: Ogilvy & Mather

Client: Asian Paints

National creative director: Abhijit Avasthi

Creative directors: Pradyumna Chauhan & Mahesh Gharat

Writers: Pradyumna Chauhan & Mahesh Gharat

Account management: Deepika Tiwari, Tulsi Choksi

Account planning: Kawal Shoor, Neeraj Bassi

Director: Ram Madhvani

Production house: Equinox

Producer: Manoj Shroff

Music: Samiruddin

Campaign India