Ogilvy Mumbai Creates a Campaign for Asian Paints
The outbreak of Coronavirus has disrupted life as we know it. The constant threat of infection has disrupted all lines of businesses. And painting is no exception.
Asian Paints is the category leader, and as a true leader, decided to face this unprecedented challenge head-on. They decided to make their painting service a Safe Painting Service.
With their Safe Painting Service offering, Asian Paints will handle the painting of sites in a completely hygienic and sanitized manner. At every stage of the painting, multiple steps will be taken to ensure the wellbeing of the painting staff, the residents of the house, as well as maintain the cleanliness of the site. All this while ensuring great looking walls.
To make this message reach all stakeholders, Ogilvy Mumbai devised a campaign targeting painters and their families, as they are the most vulnerable and affected by threats posed by this pandemic.
In a charming two-part series of digital films, we get a sneak peek in the life of such a painter and his family and witness their reason for feeling assured to resume work: the safety and sanitisation steps undertaken by Asian Paints Safe Painting Service to maintain the wellbeing of their painters.
Amit Syngle, MD and CEO, Asian Paints Limited: “Communitarianism is mirrored in Asian Paints’ beliefs and practices. Caring about the well-being of our stakeholders has always been the utmost priority. We understand the current threat of infection is a serious cause of concern for our painters, their families and our consumers, hence we devised the Safe Painting Service to safeguard their needs. This digital campaign echoes our priority and apprises them of the provision and safety–standards we are putting into place to ensure their well-being and safety; all this while ensuring great looking homes.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India: “We wanted to assure people of the steps we have taken to ensure that the painting process is totally safe. We started by assuring the most important person about the safe painting services – the painter’s family.”
Watch the new digital video from Asian Paints:
Video 1: here
Video 2: here
Client: Asian Paints Limited
Agency: Ogilvy Mumbai
Ogilvy Creative: Sukesh Nayak, Prasad Kulkarni
Office Leader: Ogilvy India (West): VR Rajesh
Ogilvy Account Management: Manish Tilwani, Amrita Basu, Sarvesh Belekar
Ogilvy Planning: Prem Narayan, Samhita Chaudhuri, Dhara Pujara
Director: Shirish Daiya
Production House: Jamic Films