Asian Paints has rolled out a film for its recently launched Tractor Sparc Emulsion.
Through this paint, which is built for interior walls, Asian Paints is looking to target house owners in small towns who are looking to redecorate their homes.
The film has been conceptualised by Ogilvy. It shows the story of a boss visiting his junior's house for a ceremony. He plans to gift him Rs 100 for the ceremony, but that changes after he's surprised by his house and the happenings inside it.
Amit Syngle, MD and CEO, Asian Paints, said, “Asian Paints, being a customer-centric brand, is always looking to innovate and tailor-make products to cater to all segments of customers in order to beautify their dream home. Our brand, Tractor Sparc Emulsion is designed as an affordable emulsion for the value seeking customer to deliver quality products at a reasonable price. This emulsion not only reduces the price gap but also makes it possible for the customer to transition from distemper to emulsion. Our new TV commercial for the product is themed around the ‘budget wala paint’ proposition to highlight Tractor Sparc as an affordable emulsion which gives customers’ homes a smooth finish and access to decor without the need to compromise on other splurges planned.”
Sukesh Nayak, chief creative officer, Ogilvy Mumbai, said, “The campaign is based on a very simple idea – ‘Budget mein lage, har shauq poora kare.’ The humour story dwells on the jealousy of the boss and his wife when they see how the junior has managed to afford so many new things in his newly painted house.”
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, Kshitij Rajoria, Akhil Menon
Production house: Jamic Films
Director: Shirish Dahiya