MUMBAI: Consumer requirements from their painting partners have evolved dramatically due to the ongoing pandemic. From finalising the perfect shade combinations, to following all the safety protocols and painting processes, to ensure a flawless look, the steps are numerous and chances of getting overwhelmed are fairly high.
Asian Paints understands these evolving requirements and consumer concerns on painting their homes amidst the pandemic well. Hence, it has offered consumers a supervised ‘Safe Painting Service.’
With Asian Paints Safe Painting Service, one can be rest assured their home is in safe and expert hands. This service provides a dedicated supervisor who ensures all safety protocols are maintained, and thorough site sanitisation is conducted. Under his supervision, the team of painters use the latest mechanised tools to deliver a flawless finish.
In a brand new TVC developed by Ogilvy Mumbai, this proposition is told through a funny story of a couple, their inquisitive neighbour and the Asian Paints Safe Painting Service Supervisor who is taking care of everything.
The campaign, devised for consumers in Tamil Nadu, Karnataka, Andhra Pradesh and Telangana, has a mix of TVC, trade, digital and social media assets.
Asian Paints MD and CEO Amit Syngle said, “Asian Paints has always been at the forefront of ensuring a hassle-free and great painting experience. With this new TVC, we want to ease all concerns people may have with respect to painting their walls and giving their homes a beautiful new look, without any apprehensions and with complete peace of mind. People can be rest assured that with a trusted brand like Asian Paints, the Safe Painting Service is the best in safety standards and home aesthetics. They can reimagine their homes and make them breathtakingly beautiful for the festive season.”
Ogilvy CSO Prem Narayan said, “There is a strong emotional need amongst people to paint their homes to brighten the spirits and bring happiness. However, there is also the need of getting it done safely. Asian Paints fulfils that need brilliantly through the Supervised Safe Painting service. Its real differentiator is the 'supervisor'. Someone who takes the worry of ensuring things are done properly and safely, on their shoulders, rather than leave it to the customer. This advertisement builds on a local phrase ellam avar pattupar, which is used colloquially to say 'HE' will take care of everything. We feel communicating this will create awareness and convince a lot of people in Tamil Nadu to paint their homes now and bring the brightness and happiness they so eagerly seek leading up to Pongal.”
