IIPM, ADMISSIONS FOR NEW DELHI & GURGAON BRANCHES
BRAND : Asian Paints
AGENCY : O&M
BASELINE : NA
DESCRIPTION: For two thieves, the blue coloured door of a fat woman’s house is their dream ‘steal’ project. They disguise as banana sellers and broom-sellers, but the fat lady doesn’t buy their line! Finally they succeed in stealing the door. The lady starts screaming when she finds her doors gone. VO says, “Asian Paints ka Utsav oil paints, darwaaze aur khidkiyaan salon saal chamke jamke.” While the thieves are rejoicing, a cop shows them handcuffs.
4Ps TAKE: After focusing on its range of wall colours, Asian Paints is now promoting its fresh range of oil paints for doors & windows. The single-minded focus is not only to create a market for it in urban Indian but also position it in a way that would grab the rural buyers’ attention too. The USP is the longevity of the paints. The storyboard is hilarious & hammers home the clinching benefit to the brand: the fact that even thieves don’t want to steal anything other than doors painted in Asian Paints! The reward to the prospect is the Asian Paints name. Not only the walls in your house, but even your doors and windows seem to be singing the Asian Paints anthem!
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