Ogilvy India conceptualized Asian Paints’ TVC depicting Apex Dustproof saving a wedding ceremony from a dust storm.
According to the statement from the brand, the product resists dust from settling on walls and retains the paint for longer owing to its Dust Pick-up Resistance (DPUR). The brand highlights this proposition in the commercial with a touch of humour making it real and relatable.
Speaking on the new TVC, Amit Syngle, MD and CEO, Asian Paints Limited said, “Every individual endeavours to maintain the beauty of their homes throughout their lives. However, accumulation of dust can detriorate the exterior of ones homes leading to fading of colour. With Asian Paints Apex DustProof, consumers can protect their home exteriors from the effects of dust while retaining its beauty for a longer period of time. Through the new film for Apex Dustproof, this product proposition has been communicated in a humorous way.”
Sukesh Nayak, Chief Creative Officer, Ogilvy Mumbai, added, “The film takes a dig on dust, humorously. The plot is set in a wedding where everything seems to fall apart because of dust. It is here that Asian Paints Apex Dust Proof comes to save the day and the wedding.”
CREDITS:
Client: Asian Paints
Agency: Ogilvy Mumbai
Ogilvy Creative Team: Sukesh Nayak, Prasad Kulkarni, Vivek Verma, Srinjayi Sengupta, Akshay Gawade
Ogilvy Account Management Team: VR Rajesh, Manish Tilwani, Abhishek Kulkarni, Vishwendra Parmar, Ritu Arora.
Ogilvy Planning Team: Prem Narayan, Kshitij Rajoria, Rajeev Chanda.
Production House: Jamic Films
Director: Shirish Daiya
Producer: Mekala Krishnaswamy
