Mumbai: Asian Paints has taken the onus to reflect a deep-rooted connection that people have with their homes by launching anall-new corporate digital campaign #HomesNotShowrooms. The idea behind this campaign is to inspire people to lead richer lives and include décor in their dream home, which is not just beautiful,but comfortable and personal as well. Asian Paints’ new digital video beautifully captures this message while highlighting the emotional equity a home holds.
A dream home is where everything meets the daily demands required by life, where one can cherish bonds, are liberated without having to worry about the house every now and then and most importantly, be comfortable living in. Asian Paints has leveraged this very essence through cutting edge designs that encompass meaning and feeling in it. Inspiring décor is not just to give an external look, feel or tone but is a reflection of the emotion of these very people who live in that home.
Conceptualised by Ogilvy Advertising, the corporate digital video launched on January 12, 2018, captures the emotion of what a ‘home’ truly is. The videohighlights the essence of living richer lives at home by creating spaces for self-expression and discovery with décor that adds meaning and memories to one’s home, thus giving liberty for relationships to flourish. Through the heart-warming narrative of a grandfather, father and grandson of a family, the video captures what feeling and meaning a home holds. Even though it means different things for different people, one thing that will remain constant is emotion. The memories and moments that have been created with a family are the most precious commodity. In the digital video, Asian Paints has captured as well as clarified the importance of going beyond just status and looks, to filling a home with décor that adds meaning and feeling to one’s home.
Speaking about the campaign, Amit Syngle, COO, Asian Paints Limited said, “‘Har Ghar Kucch Kehta Hai’ is a summation of our positioning and an expression which is timeless and is as relevant today as it was before.With #HomesNotShowrooms we are instilling empathy and meaning into decor in order to inspire people to lead richer lives at home. Being a forerunner in the décor space, Asian Paintsalso owns the emotion of home more powerfully than any other brand in India.”
Speaking more about the campaign, Sukesh Nayak, CCO, Ogilvy Advertising said, “Decor should not just be about beauty but happiness too. #HomesNotShowrooms is an idea that will help build empathy and inspire people to lead richer lives at home.”
Thethree minutevideo will be followed by a series of shorter films, activation, digital and on-ground activities, designed to drive home the campaign thought – urging consumers to go beyond simply decorating, to actually living comfortably in their dream house.
A dream home conjures a myriad of emotions. Right from that sense of security and belonging to a familiar comfort. It is where aspirations come alive and where one can attach themselves to images and affirmation. Asian Paints is urging consumers to go beyond simply imagining,to actually living comfortably in their dream house.
