Asian Paints the leading décor major has launched an all new digital film for its Adhesives range of products. The new brand film titled ‘Screaming Furniture’, featuring Nawazuddin Siddiqui has been conceptualised by McCann India. It shows in a creative and highly engaging manner, how a shoddily done job can haunt you long after you have finished it, while a perfect job helps you earn a stellar reputation in the market.
This communication stems from what the brand stands for; professionalism and great craftsmanship, both of which demand hard work and no compromise. The brand’s latest campaign is proof of how well they understand their audience, together with the agency’s ability to turn insightful truths into stellar communication.
This thought is taken further with a set of shorter 19-second films, print, outdoor, radio spots, digital engagement and on-ground activation.
Amit Syngle, COO, Asian Paints Limited said, “Ever since its launch, the Asian Paints Adhesives range has always stood for providing a modern and progressive choice, a Choice Tarakki Ki, to customers and applicators through its range of innovative and high-performance products. With this new film, we are aiming to strengthen this position even further, amongst the target segment. This film is a fun & engaging watch. It takes the brand message and creatively weaves in the insight that a perfect job is crucial to earning a perfect reputation in the market. And with Asian Paints Adhesives, you will always get a perfect job done!”
Suraja Kishore, Executive VP & GM - McCann Mumbai said “Adhesives as a category have been far too long stuck in a grimy sweaty functional space. Coming from Asian Paints, key point of difference for our adhesives is that it helps carpenters achieve not just function but also form and finesse. To bring alive this point our campaign creatively amplifies the idea that liability of not using Asian Paints Adhesives is to be remembered for a shoddy job. The insight that every time a furniture makes a creaking noise we don’t blame the adhesives we rather blame the carpenter has been cleverly amplified in an amusing manner. We are excited to rewrite the rules of the category and make Asian Paints adhesive synonymous with design and décor rather than mere functional benefit of just great bonding.”
Client: Asian Paints
Agency: McCann Worldgroup, Mumbai.
McCann Creative: Abhinav Tripathi, Nishant John, Vikram Dhembare, Sheel Dsouza, Shivam Ingale, Sanket Kalgaonkar
McCann Planning: Rajesh Sharma
Account Management: Ratnapriya Mitra, Shweta Tiwari, Charmi Shah
Production House: Equinox films
Director: Deb Medkar
Producer: Manoj Shroff