Mumbai: Asian Paints, popularly known for its painting solutions also has an increasingly growing Bath Division with its flagship brand – Bathsense. The brand aims to enhance customers’ bathroom experience with an eclectic collection of products that seamlessly combine comfort, hygiene, design, and technology.
Despite the current situation, people are increasingly engaging with positive and uplifting content across platforms. This is helping them keep their spirits high even during the crisis. However, making a film for a brand, given the constraints of the lockdown is a challenging task.
Thanks to our phones and the technology they come with, it isn’t impossible.
This film for Bathsense, featuring actor Rajkumar Rao, was not only conceived at home but was also shot, edited, color graded and scored at home. With no studios available due to the lockdown, #MakeFromHome was the only possible way. The result is a quirky little film that captures the struggles of being at home too long and not being able to follow a routine.
This attempt at a digital commercial is a perfect example of how the wheel can continue spinning regardless of the challenges.
YouTube video link:
Speaking about the film, Amit Syngle, Managing Director and CEO, Asian Paints said “Bathsense is the lead brand in our foray in the bathroom space. It has always aimed to be sensible and caring – a brand that understands the problems of consumers and tries to solve them. During our interactions with people both inside and outside our organization, we noticed that everyone was having a hard time sticking to their routine. Losing the sense of time. The “Break the chain, Not the Routine” is a simple yet powerful thought that urges people to stick to their normal routine that usually starts with a refreshing bath while staying safe at home and breaking the chain.”
Speaking about the strategy, Ameet Joshi, General Manager, Madison BMB commented “In an unprecedented scenario like a lockdown, it is easy to fall prey to lethargy and lose track of time. As a brand that understands consumers, we wanted to encourage adopting a discipline that starts with having a refreshing bath which sets the tone for the rest of the day and makes it productive and fulfilling”
Talking about the creative approach, Raj Nair, CEO, and CCO, Madison BMB commented – “At a time like this, Rajkumar Rao demonstrates, very simply, the huge importance of following a daily routine that starts with a bath to counter any YawnVirus so you can seize the day and break the chain, not the routine. But most importantly, at a time like this, we are also particularly happy that, despite the lockdown, we have been able to pull off a film project, first with the creative ideation and then the shoot (entirely by the star), color correct, edit and score the music (all from our respective homes). The result has turned into a fun, quirky film for Bathsense.”
Client: Asian Paints Bath Division
Agency: Madison BMB
Creative Team: Raj Nair, Aniket Mangrulkar and Vallabh Yeolekar
Account Management: Ameet Joshi, Siddhi Walke, and SanferdRomos
Production House Team: Turtle Medios