Asian Paints has rolled out a digital film featuring Nawazuddin Siddiqui. The humourous film has been conceptualised by McCann and shows Siddiqui in a double role.
Vicky Contractor is the smart and hardworking carpenter, while his twin Ricky looks to escape work. After the death of their mother, the duo separate and start their own business. Vicky succeeds as he uses Asian Paints Adhesives, while Ricky's slack attitude and non-use of Asian Paints causes his downfall.
Amit Syngle, president of technology, sales, marketing and home improvement, Asian Paints, said, “Adhesives is a strategically important category for Asian Paints and we are committed to offering the most innovative and cutting-edge adhesives products to our consumers. The 'Choice Tarakki ki' campaign is a reflection of Asian Paints' philosophy that exemplifies highest standards of quality and performance. It imbibes a culture of great craftsmanship in carpenters and contractors to bring alive the brand’s promise. We are certain that this range will promote working diligently ‘Behind the Scenes’ to deliver exceptional finish for various décor solutions at home."
Suraja Kishore, EVP and GM, McCann Mumbai, said, “Asian Paints is one of the most loved and admired brand, its foray into adhesives takes this legacy forward. Designed to re-write the rules of the category by offering innovative and superior products, this campaign is rooted in the insight that a craftsman is as good as the tools and tricks he uses. Asian Paints Adhesives gives carpenters and contractors an advantage over others by facilitating not function of sticking stuff but also providing better form and finesse. The choice of Nawazuddin as the protagonist of this story is sure to have appeal amongst a large and important segment who are key user and influencers of this category.”