Asian Paints goes the humour route to show affordability of Tractor Shyne and Ace Shyne

Asian Paints has released a campaign for its range of Tractor Shyne and ACE Shyne range of paints.

 

Conceptualised by Ogilvy, the film shows how the paints look expensive but aren't. It shows a story of a boy and his friends. The friends visit his house and are mesmerised by the paint. They start making claims that the boy must be very rich and making trips abroad during school vacations. That's when the boy's father comes in and spills the truth. 

 

Amit Syngle, MD and CEO, Asian Paints, said, “The role of painting in a consumers life has just not been limited to maintenance and upkeep, but is also an expression of prosperity and happiness. And, when this gets an external gratification, it just becomes perfect. Asian Paints offers an affordable range of sheen finishes, Tractor Shyne for interiors and Ace Shyne for exteriors. Through this light-hearted ad campaign we show how the kid uses the luxurious sheen on the home walls to his advantage to impress his peers.” 

 

Sukesh Nayak, chief creative officer, Ogilvy Mumbai, said, “The campaign is based on a very simple idea – 'Shyne jo dikhe mehengi'. The film blends in the interior + exterior walls in a simple narrative that shows how a young kid showing off Infront of his friends with his walls beautifully painted with Ace and TE Shyne.” 

 

CREDITS

 

Client: Asian Paints

Agency: Ogilvy Mumbai

Ogilvy creative: Sukesh Nayak, Vivek Verma, Prasad Kulkarni

Ogilvy account management: VR Rajesh, Manish Tilwani, Abhishek Banerjee, Srividya Iyengar, Abhishek Kulkarni

Ogilvy planning: Prem Narayan, Akhil Menon

Production House: Jamic Films

Director: Shirish Dahiya

Producer: Mekala