Asian Paints has rolled out a campaign for its Royale range. The TVC aims to position the range as more than just ‘nice’, and urges people to seek more.
Conceptualised by Contract Advertising, this film features Bollywood actor-producer Saif Ali Khan. It opens with Khan at a shop looking at a lamp. Asked for his opinion, he tells the shopkeeper that it’s 'nice'. He asks for other options and then once the man is out of earshot, he tells a female companion that he uses the word 'nice' when things are just okay. Several other situations show Khan unsatisfied with things, and he goes on to call them nice. At a party at Khan’s house, he shows a guest around and asks him what he thinks of the place. Khan gets a shot of his own medicine, as the man says ‘nice’. The voice over says, 'Nice is just ordinary, so don't live with nice.' Asian Paints' Royale is then introduced. Khan's house gets a makeover. He then walks by asking the lady, whether this is ‘nice’ too. She calls it amazing and extraordinary.
Amit Syngle, president marketing and technology, Asian Paints, said, “Royale which stands for impeccable performance and ahead of the curve décor sensibilities, represents the large quest, a quest for the extraordinary. Saif Ali Khan truly personifies this philosophy. It is a continuous journey of exploring and re-inventing the choices you make in life. It’s all about exceeding one’s own expectations and not settling for the status quo. We believe that this new conversation will create excitement and add a new dimension to life."
Ashish Chakravarty, NCD, Contract Advertising, said, “For Royale, we wanted to change the conversation from just fine décor to a quest for the extraordinary. So what’s the enemy of extraordinary? That feeling of being satisfied with the ok, the just good, the expected. The ‘nice’. Now the thought of Saif Ali Khan as the 'purveyor of all things extraordinary’ was perfect for the persona he comes with. So in the film we turn the tables on him when it comes to interior décor… now that made for a very compelling story for Royale to tell.”
Client: Asian Paints
Creative agency: Contract Advertising
Contract team: Ashish Chakravarty, Kapil Mishra, Rahul Ghosh, Akshat Ghildial, Mehul Shah, Mallika Suresh, Ramiya Nambiar, Venketraman Venkateshwaran, Sheetanshu Mishra, Rashmi Gupte, Adwait Vanmali