Mumbai: The brief given to the agency by Asian Paints was to establish Asian Paints UltimaProtek as the best waterproofing paint.
There is a clear opportunity within the exterior category to own a differentiated, stable, strong and consistent positioning that is rooted in highlighting water as the main cause of all exterior problems. With UltimaProtek and its superior water protection properties, Asian Paints can confidently tap into this category opportunity. This will also enable AP to elevate the brand stature for UltimaProtek as a technologically-superior & innovative painting system in the exteriors category.
With this objective in mind, the team came up with the core thought, “Since the product can really withstand the pressure of heavy rains, why don’t we dare the rains to see if they can overcome us.” This was summarized in the campaign thought and line – Baarishkoaane do.
A truly refreshing and interesting take on the brief, this dare allows for various extensions across media. To launch the campaign we have a film with our brand ambassador, Ranbir Kapoor, in a never ever seen role before, an acclaimed classical singer, exponent of RaagMalhar. He is in love with his neighbour but her parents want to marry her off to someone else. So what does he do? Every time the girl’s parents fix a match, he ruins it by calling upon the rain to create havoc in their life and their non-Asian Paints house. Finally the girl’s parents give in. And our classical singer gets the girl thanks to his Raag that calls upon the rain and Asian Paints UltimaProtek that has kept his house always protected in spite of the heavy rain called upon by the classical singer.
Sukesh Kumar Nayak, Executive Creative Director, Ogilvy Mumbai:We had a lot of fun working on this brief. The fun and the madness is quite evident in the work. I must thank Prasoon Pandey for making this commercial come alive. My team and I are looking forward to execute the other surround ideas on the same platform.
In addition to the TVC there are various ideas in the pipeline stemming from the core idea of Baarishkoaane do. The campaign will be live across TV, POS, OOH, Press and Digital.
CREDITS:
Client: Asian Paints Ltd.
President- Sales, Marketing & Technology: Amit Syngle
Brand Team: JaideepKanse, ShyamSwamy, Nadeem Karbhari, SabarishRanganathan
Agency: Ogilvy & Mather, Mumbai
Executive Chairman and Creative Director, South Asia: Piyush Pandey
Executive Creative Director: Sukesh Kumar Nayak
Creative Team: KunalSawant, FarazAlam, VivekVerma, GarimaObrah,AkshayGawde, Sunil Kumar
Account Management Team: VR Rajesh, Manish Tilwani, Haripriya Mark, SarveshBelekar
Account Planning Team: Prem Narayan, AniruddhaKhandekar, Priyanka Nair
Production House: Corcoise Films
Director: Prasoon Pandey
