Asian Paints highlights safe painting service in new campaign for south market

Asian Paints campaign

The campaign has been created for potential Asian Paints consumers in Tamil Nadu, Karnataka, Andhra Pradesh and Telangana.

Addressing the concerns and evolving safety requirements of customers amidst the pandemic, Asian Paints has launched a new TVC-led campaign for their Safe Painting Service. It depicts the role of a dedicated supervisor who ensures all safety protocols are maintained, and thorough site sanitization is conducted. Under his supervision, the team of painters use the latest mechanised tools to deliver a flawless finish. 

Developed by Ogilvy Mumbai, the TVC highlights this proposition in the form of 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.

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Speaking about this campaign, Amit Syngle, MD and CEO, Asian Paints Limited said, “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 go ahead reimagine their homes and make them breathtakingly beautiful for the festive season.”

“This advertisement communicates the ‘Supervised Safe Painting Proposition’ and all the safety measures that Asian Paints takes. It 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,” added Prem Narayan, Chief Strategy Officer, Ogilvy India.

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