Asian Paints launches new campaign

Asian Paints has launched a new campaign, designed by Contract Advertising, in time for the festive season.

The ad film conveys that Asian Paints is a value-for-money brand.

The ad film has two theatre artistes, Vijay Raaz, a cynic, and Atul Kulkarni, an optimist, who witness a number of incidents at a wedding where cost cutting is the order of the day. But the final scene shows a beautiful house painted with Asian Paints, raising the question why use an expensive paint when everything else is being done at a budget.

The punchline is that though the paint looks expensive, it is really not so.

A few months ago, Asian Paints had introduced a new concept through an advertisement that encouraged consumers to experiment and get into the role of a painter. The advertisement urged consumers to step into a paint store, buy a couple of samples that could be tested on their walls, before finally deciding on a shade.

The creative was done by Manish Bhatt and Raghu Bhat, while the film has been directed by Shoojit Sircar of Rising Sun Films.

Sircar was the founder of the production house, Red Ice Films, but began his own production venture with Rising Sun, alongwith with producer Arijit Lahiri and Aniket Shirke.

Since sircar started Red Ice Films in 1999, it has produced more than 300 commercials and some feature films under its banner.