With a central theme – Shine Jo Dikhe Mehengi – the TVC goes on to show an endearing story about how a shiny, long lasting paint that “looks expensive” need not necessarily be so.
National, August 21, 2020: Asian Paints, has released a new TVC for their range of affordable paints that offers a long lasting and beautiful shine – Tractor Emulsion Shyne for interior walls and Ace Shyne for exterior walls. Both paints come with a three-year performance warranty that ensure luxurious looking walls.
For homeowners, their house is their most valuable social currency – a mark of their progress in the society. It is a means for these consumers to display their beautiful homes with pride to friends and neighbours alike. Hence painting the house is an important aspect and they expect good quality paint that keeps their house looking newer and the shine to last longer, all within a budget.
Taking off from this insight, Ogilvy India conceptualised the story of a child in a small town; Chintu and his friends who visit him at his house. Set against the splendid backdrop of his shining walls which is painted beautifully with Tractor Emulsion Shyne and Ace Shyne Emulsion, his friends are truly impressed by what they assume to be Chintu’s lavish lifestyle only to find out later, much to their amusement, that this is not the case.
Speaking about this light-hearted film, Amit Syngle, MD & CEO, Asian Paints Limited said, “The role of painting in a consumers life has just not been limited to maintenance and upkeep, but is also an expression of prosperity and happiness. And, when this gets an external gratification, it just becomes perfect. Asian Paints offers an affordable range of sheen finishes, Tractor Shyne for interiors and Ace Shyne for exteriors. Through this light-hearted ad campaign we show how the kid uses the luxurious sheen on the home walls to his advantage to impress his peers.”
Sukesh Nayak, Chief Creative Officer, Ogilvy Mumbai, said, “The campaign is based on a very simple idea – “Shyne jo dikhe mehengi”. The film blends in the interior + exterior walls in a simple narrative that shows how a young kid showing off Infront of his friends with his walls beautifully painted with Ace & TE Shyne.”
Watch Ace Shyne and Tractor Emulsion Shyne Films from Asian Paints on the below link.
CREDITS
Client: Asian Paints
Agency: Ogilvy Mumbai
Ogilvy Creative: Sukesh Nayak, Vivek Verma, Prasad Kulkarni
Ogilvy Account Management: VR Rajesh, Manish Tilwani, Abhishek Banerjee, Srividya Iyengar, Abhishek Kulkarni
Ogilvy Planning: Prem Narayan, Akhil Menon
Production House: Jamic Films
Director: Shirish Dahiya
Producer: Mekala
About Asian Paints
Since its foundation in 1942, Asian Paints has come a long way to become India’s leading and Asia’s fourth largest paint company, with a turnover of Rs. 202 billion. Asian Paints operates in 15 countries and has 26 paint manufacturing facilities in the world, servicing consumers in over 60 countries. Asian Paints has always been a leader in the paint industry, pushing new concepts in India like Colour Ideas, Home Solutions, Colour Next, Kids World and now with Viroprotek which is a new range of sanitizer and disinfectant sprays.
[convertkit form=1480727]
