Launches Tractor Sparc Emulsion to provide consumers beautiful interior wall painting within a budget
A new 360* integrated campaign for Tractor Sparc highlights creating your dream home doesn’t have to be expensive
National: In small towns, the house is a marker of prestige for families and plays an important role in their life when it comes to social status and recognition. However, budget plays a big hindrance for customers seeking great value when it comes to beautifying their homes without compromising on quality. Keeping this in mind, Asian Paints has launched a unique and pocket friendly paint that offers rich looking finish at an affordable price – Tractor Sparc Emulsion for interior walls.
Consumers looking to redecorate their homes often settle for a paint with either distemper or local emulsion as they fall within their budget. But these paints while they are priced low, do not last long thus forcing the owner to repaint the house regularly which is not just a hassle, but becomes even more expensive for the customer. Asian Paints’ unique Tractor Sparc Emulsion is the solution to such woes as it offers consumers beautiful looking smooth walls as well as durability at an economical price.
The new Tractor Sparc was launched with the intent of giving budget seeking consumers’ access to emulsions which always deliver combination of durability and décor. To give further impetus to consumers to move from distemper to Tractor Sparc upgrades, Asian Paints has launched a new campaign on the theme of ‘budget wala paint.
Speaking about the product and campaign, Amit Syngle, MD & CEO, Asian Paints Limited said, “Asian Paints, being a customer-centric brand, is always looking to innovate and tailor-make products to cater to all segments of customers in order to beautify their dream home. Our brand, Tractor Sparc Emulsion is designed as an affordable emulsion for the value seeking customer to deliver quality products at a reasonable price. This Emulsion not only reduces the price gap but also makes it possible for the customer to transition from distemper to emulsion. Our new TV commercial for the product is themed around ‘Budget wala paint’ proposition to highlight Tractor Sparc as an affordable emulsion which gives customers’ homes a smooth finish and access to decor without the need to compromise on other splurges planned.”
Conceptualized by Ogilvy India, the TVC for Tractor Sparc, portrays a funny story of a boss (Mr. Verma) and his junior (Mr. Sharma) where both boss and his wife happen to visit the junior’s house for a ceremony. They are surprised and jealous to see how the junior has managed to not only afford a newly painted house, but has also managed to spend on a new phone for his son, a new sari for his wife and a new crockery set to serve refreshments to the guests. On enquiry, they get to know that all this has become possible because the junior chose the Budget wala Tractor Sparc Emulsion from Asian Paints.
Sukesh Nayak, Chief Creative Officer, Ogilvy Mumbai, said, “The campaign is based on a very simple idea – ‘Budget mein lage, har shauq poora kare.’ The humour story dwells on the jealousy of the boss and his wife when they see how the junior has managed to afford so many new things in his newly painted house.”
Watch Tractor Sparc film 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, Kshitij Rajoria, Akhil Menon
Production House: Jamic Films
Director: Shirish Dahiya
Producer: Mekala
About Asian Paints Limited:
Since its foundation in 1942, Asian Paints has come a long way to become India’s leading and Asia’s third largest paint company, with a turnover of Rs. 202 billion. Asian Paints operates in 15 countries and have 26 paint manufacturing facilities in the world, servicing consumers in over 60 countries. Asian Paints has always been a leader in the paint industry, innovating new concepts in India like Colour Ideas, Home Solutions, Colour Next, and Kids’ World. Asian Paints manufactures wide range of paints for Decorative and Industrial use. The company is also present in the Home Improvement and Decor segment and offers bath and kitchen products. The company also introduced lightings, furnishings, and furniture in its portfolio. In the Health and Hygiene segment, Asian Paints offers range of Sanitizers and Surface Disinfectants.
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