Campaign India Team
Dec 02, 2015

Asian Paints Ezycolour gets art onto the street to evangelise ‘Green’

Watch the video of the offline initiative conceptualised by Foxymoron here

Asian Paints Ezycolour Home Solutions launched a campaign to create awareness on its Green Painting Service (GPS), an eco-friendly water-based paints range. The campaign was conceptualised by FoxyMoron.
In the first phase of the campaign that encouraged the audience to ‘Think Different’, three locations in Mumbai were chosen. Artists were picked to create murals on them that had nature as part of street art. The second leg of the campaign took the offline initiative online with a film that features the three artists and their views. 
Aupam Kumar, group brand manager – services, Asian Paints, said, “Asian Paints has been a pioneer in the paint industry in developing better and safer products for consumers. Eco-friendly and water- based paints have long been considered the future of paint technology. The day has come where this future has definitely arrived with the launch of Green Painting Service by Asian Paints Ezycolour Home Solutions.
“For the first time, customers will get the opportunity to have water-based paints applied on all surfaces in their homes. This makes home painting a great experience and helps our customers live in harmony with nature, as well.
“With an aim to give back to nature, we have taken up an initiative to paint the Mumbai streets green with our products and communicate the message of migrating towards a ‘Green world’ to everyone. This is just the beginning and we would like to do more on this front in the future.”
Suveer Bajaj, co-founder, FoxyMoron, said, “Ezycolour Home Solutions treats each home as a piece of art, so we thought why not use that to spread the message of living in harmony with nature! Our idea was to take the message to the streets through murals that evolved and revolved around nature and then further leverage this online through a heartfelt film. The film adds another dimension to the campaign with its captivating storytelling and aesthetics. We hope that the concept of nature and art resonates with the consumers and helps Asian Paints amplify the message that all beauty comes from our planet and what we do to spread this beauty can now be given back to nature.”
Client: Asian Paints
Brand: Asian Paints Ezycolour Home Solutions
Creative: Foxymoron
Campaign India