They say children and clean walls don’t live in the same house. Well, not anymore. Asian Paints unveiled a Malayalam campaign for its new product Apcolite All Protek emulsion, which lets mischief continue, but not at the cost of the walls.
With the tagline ‘Bhaag Daag Bhaag’, the campaign has been conceptualised by McCann Worldgroup.
The film opens with two siblings making art on their breakfast plates with ketchup and breadcrumbs. Inspiration strikes and they decide to try their artwork next to the Nettipattam decoration on the wall. But alas, every squeeze of the ketchup on the wall is repelled, keeping the wall spotless. Same is the case with other materials such as chocolate sauce. Disappointment gives way to excitement only when their father offers them his own shirt for their artwork. The brand introduces the product that promises stainless walls.
Amit Syngle, MD & CEO, Asian Paints Limited, said, “Apcolite All Protek is more than just a paint; it’s an innovation that embodies Asian Paints’ commitment to enriching lives. Its revolutionary Lotus Effect Technology not only safeguards walls from stains but enhances overall quality of life. The remarkable stain-repellent capabilities empowers consumers to live freely and comfortably in their homes without worrying about stains compromising its beauty. All Protek mirrors our dedication to simplifying lives, enriching living spaces, and nurturing carefree, childlike creativity.”
Ashish Chakravarty, Executive Director & Head of Creative, McCann India, said, “We needed something that establishes a unique and ownable audio-visual device to demonstrate how the Lotus Effect works, but without losing out on emotions. So, for this, along with a fun refrain (Bhaag Daag Bhaag) and the visual effect on the wall, we also developed the character of the father, who lets the children draw an elephant on his T-shirt when he sees that they are unable to draw it on the wall. All this gives more power to the overarching narrative of keeping room for mischief at home, liberates the consumer from the fear of messing up the walls, and makes the commercial more than just a demo. The plot, the story, the music, and the storytelling use local Kerala nuances and insights to drive home the point even more strongly.”
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