Asian Paints Royale Play has launched a digital campaign to promote a new range of wall texture variants under its NEU series. The campaign #MakeRoomForTheNEU has been conceptualised by FoxyMoron, and comprises multiple legs including three films.
The films tell the stories of three women who have embraced change, in their own words. The brand embeds itself as part of the process of change, by colouring their walls to reflect the change in their lives.
One of them (above) is the story of differently abled Neenu Kewlani, who narrates her story from days on the school bench, where she had to wait for someone to help her move. She went on to become the first ‘Miss Wheelchair India’, travelled the length and breadth of the country in 84 days, and is a passionate activist for a ‘barrier free India’. She explains how she believes in constantly making room for the new, including at home.
Another film features Neha Arya Sethi, a banker who followed her passion for baking, discovering in the process that it was her calling. She started slow, she reveals, delivering cookies in her Nano. She now owns the Sweetish House Mafia chain of dessert stores.
Upasana Makati founder, publisher, editor of White Print, India's first English lifestyle magazine in Braille, features in another of the films. She speaks of how it all began – with a moment of introspection. Makati reveals the satisfaction her job gives her today, and the stories and feedback from readers that keeps her going.
All the films feature the protagonists revealing how they used the new collection from Asian Paints Royale Play NEU to reflect the change in their homes. The films end inviting viewers to share their stories on Facebook and Twitter on how they have made way for the new, to win a wall makeover.
In a statement on the campaign’s launch, Amit Syngle, president – sales, marketing and technology, Asian Paints, said, “The only thing constant in décor is change and Royale Play promises to evolve dynamically and bring out innovative wall textures year on year to empower its consumer to keep up with this ever-changing scenario. Women inherently have a strong sense of décor and as the world continues to shrink, thanks to technology and travel, she is carefully curating the best of elements to bring alive her space, her walls. Royale play salutes few remarkable women who kept pushing the envelope and brought about the change they wanted to see, in the videos released as a part of the NEU campaign. They are indeed making the world a beautiful place to stay in.”
Suveer Bajaj, co-founder, FoxyMoron, said, “The Royale Play woman is not someone who is ready to settle for the ordinary. She wants to evolve and would like everything around her to evolve so much so that she’ll willingly give up things that are no longer a part of her ever evolving persona and hence we conceived the idea of #MakeRoomForTheNEU. The campaign showcases stories of some remarkable women that are truly inspiring. The emotional approach strikes a chord with the audience and will hopefully inspire as well as encourage the women of today to embrace new challenges, opportunities and a NEU tomorrow.”