Em­pa­thy with Decor

A look at the brand’s new spot crafted by Ogilvy Mum­bai.

The Brand Reporter - - ADVERTISING - By Deep­ashree Ban­er­jee deep­ashree.ban­er­jee@afaqs.com

Ask any young per­son who has ei­ther stud­ied or worked away from home and lived as a PG about their room and there’s a good chance they’ll tell you just how drab the spa­ces they rented were. Nat­u­rally, since it’s not their own, it would lack a cer­tain “warmth”. And that’s ex­actly what home­grown brand, Asian Paints, wants to change with their new ad cam­paign.

Con­cep­tu­alised by Ogilvy In­dia, the new cor­po­rate TVC with #Peo­pleAd­dColour, is a fol­lowup to build­ing the brand’s ex­ist­ing cor­po­rate po­si­tion­ing ‘Har Ghar Kuch Ke­hta Hai’.

Amit Syngle, COO, Asian Paints shares that this is only the first in a se­ries of films that are part of the cam­paign that will be on for the next few months. With re­gard to the cur­rent ad be­ing in sync with the mar­ket­ing sub­text, Syngle states, “Our core ob­jec­tive is to re­cap­ture the essence of how peo­ple who live un­der the same roof bring colour to each other’s lives while high­light­ing the emo­tional eq­uity a home holds.”

He con­tin­ues, “Build­ing on our po­si­tion­ing and ex­pres­sion of ‘Har Ghar Kuch Ke­hta Hai’, we aim to res­onate with our con­sumers by in­still­ing em­pa­thy and mean­ing into dé­cor.”

Asian Paints is also the hold­ing com­pany of Berger In­ter­na­tional. When asked whether there is an in­crease of busi­ness in the com­pany’s do­mes­tic paint sales seg­ment as the fes­tive sea­son is just around the cor­ner, Syngle re­sponds, “Though the skew of paint­ing dur­ing fes­ti­vals has gone down over the years ow­ing to longevity and qual­ity of prod­ucts, there is a sig­nif­i­cant chunk of con­sumers who still have a fes­tive as­so­ci­a­tion with paint­ing.”

He nev­er­the­less main­tains that the com­pany does look for­ward to do­ing good busi­ness in the days build­ing up to the fes­tive pe­riod.

The minute-long ad spot opens with a lady dis­cov­er­ing her hus­band re-do­ing their son’s room. She’s puz­zled as to why, es­pe­cially since their son only comes home once a year. The hus­band re­sponds say­ing that just as their son has been wel­comed into the home of an­other fam­ily abroad, there would be other chil­dren liv­ing away from their fam­i­lies and they could find a home with them, as PGs.

“The con­cept re­volves around empty nesters; peo­ple who miss hav­ing peo­ple at home. Hence, it made sense to tell the story from their point of view,” points out Sukesh Nayak, chief creative of­fi­cer, Ogilvy West (In­dia).

“Asian Paints, as a brand, feels that the most im­por­tant part when de­cid­ing the dé­cor for your home should be com­fort and the feel­ing that it would give to the one who re­sides there,” Nayak adds.

He goes on to ex­plain that the brand wanted to pro­voke con­sumers with the thought that the warmth lost from a home when a loved one moves away, can be brought back, a lit­tle, with sim­ple changes in the way one looks at their dé­cor.

Apart from the se­ries of 20-se­cond films, the cam­paign will be pro­moted across print, out­door, re­tail pro­mo­tion, ra­dio spots, dig­i­tal en­gage­ment, and on-ground ac­ti­va­tion.

EXPERTSPEAK

So, is it a hit or a miss? Saji Abra­ham, ex­ec­u­tive direc­tor, Lowe Lin­tas feels a bit un­der­whelmed by the ad say­ing, “I guess it had a re­ally tough act to match up to as ‘Har Ghar Kuch kheta hai’ was a fine thought-lead­er­ship piece that Asian Paints right­fully owned.”

How­ever, the mil­lion dol­lar ques­tion, as al­ways re­mains - will the ad help the brand garner enough eye­balls or will it be just an­other ad­di­tion to the clut­ter?

Abra­ham feels that the new ad does not have the same grav­i­tas as those of the past. “While the in­ten­tion would have been to de­pict a mod­ern house, in keep­ing with cur­rent trends, the ex­e­cu­tion ends up al­most be­ing mis­taken for an Airbnb ad. I feel that the deeper phi­los­o­phy of what a home tells us about its oc­cu­pants is miss­ing here,” he states.

“Per­haps if they had taken a con­tem­po­rary phe­nom­e­non like home­s­tays, but ren­dered it dif­fer­ently with the brand hav­ing a point of view on it, would have helped re­tain the thought-lead­er­ship stance that it had,” Abra­ham muses.

Su­nila Karir, founder and creative part­ner, Bo­ing!, finds the ad to have a sim­ple and sweet idea, “Se­nior cit­i­zens (the prob­a­ble TG) are of­ten lonely af­ter their kids leave the home. So, why not wel­come more kids?”

Jagdish Acharya, founder and creative head, Cut The Crap, finds it a de­cent ef­fort over­all. The creative chal­lenge for the brand is to con­stantly re­fresh its emo­tional core, to paint homes with new lay­ers of sen­ti­ments. “Creative-wise, it’s a sim­plis­tic plot, lit­er­ally spelt out through the di­a­logue. But cast­ing and di­rec­tion fill in for the copy­writ­ing,” he says.

The film grad­u­ally pro­ceeds to a mon­tage of dif­fer­ent young­sters who have had a warm and mem­o­rable ex­pe­ri­ence with the cou­ple and that just might be an­other ob­jec­tive to also con­nect with the younger TG.

Acharya con­tin­ues, “This ad is

The cam­paign will be pro­moted across print, out­door, re­tail, ra­dio, dig­i­tal and on-ground.

“Though it has gone down over the years, ow­ing to longevity and qual­ity of prod­ucts there is a sig­nif­i­cant chunk of con­sumers who still have a fes­tive as­so­ci­a­tion with paint­ing” AMIT SYNGLE

just one such build­ing block and not the en­tire struc­ture. The creative taps the trend of home-stay trav­el­ling and forges yet an­other an­gle of home bond­ing.”

His last state­ment was in ref­er­ence to pre­vi­ous Asian Paints ads re­leased a few months ago fea­tur­ing celeb homes like that of Rad­hika Apte who speaks about the ideas be­hind her dé­cor.

In the re­cent past, dig­i­tal films, like brands nar­rat­ing real-life sto­ries, have be­come a com­mon prac­tice in ad-land. How­ever, the ma­jor dif­fer­ence be­tween some of these dig­i­tal ads and TVCs is the length of these videos.

Acharya, doesn’t con­sider it to be a case of ‘shift­ing to dig­i­tal’ or ‘go­ing back to TV’ but jug­gling both. He is of the opin­ion that us­ing celeb homes is like adding gloss to the paint, which is the ic­ing on the cake that one needs to make the sale. He quips that dig­i­tal is the only medium to park long-for­mat con­tent like those ads other­wise it’s a “good old TVC.” ■

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