The revamped Asian Paints website offers help to consumers at various stages of the painting process. The new tools and utilities available online were what needed to be communicated in a new campaign for the brand according to Abhijit Avasthi, national creative director of Ogilvy & Mather.“We were quite clear the ad should be about what the website does for the consumer,” he said. “However, along with being informative, the ad also needed to be entertaining and engaging for people to take it in.”
The one creative idea that everyone bought into was that featuring the brothers currently seen in the campaign. Avasthi explained, “Indian brothers have a very interesting relationship, where the elder one usually feels affronted when the younger one starts to do things on his own.” In the first TVC, the elder brother asks the younger one why he doesn’t talk to his wife anymore, and who Aparna is. The younger brother vehemently denies what his brother is implying and shows him the Asian Paints website where he consults with a woman called Aparna for painting advice. The next lot shows the elder brother feeling slighted about the younger brother taking his own decisions now – whether it’s the designer wall he’s chosen in one film, or the fact that he gives painting advice to a worker in another, and calculates a painting budget all on his own in the third.
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Creative: Abhijit Awasthi, Mahesh Gharat, Pradyumna Chauhan, Makarand Joshi, Hemal Sirsikar, Shahnawaz Qadeer and Sandip Gaikwad
Account Management: Deepika Tiwari, Tulsi Choksi and Shivali Moray
Planning: Kawal Shoor, Neeraj Bassi and Abhishek Tyagi