Mumbai: Asian Paints is introducing a new range of luxury bath fittings under the brand Royale Bathrooms with a comprehensive line of premium bathroom products that include taps, showers and much more. The campaign, conceptualized by Madison BMB is set to launch soon with a TV Commercial.
The campaign has a TVC, which focuses on luxury bath fittings for homeowners in the premium bathroom space. The objective of the TVC is to establish Royale Bathrooms bath fittings as a premium brand with an elegant range of taps and faucets.
The film opens onto a plush living room that highlights the sophisticated taste of the couple waiting to welcome their guests to a party. A couple, who are guests, enter the living room. The inquisitive guests wonder as they can’t see anyone and ask if they are the first to arrive. Then the female guest hears laughter and chatting from another corner of the house. Upon following the voices, she reaches the bathroom where she is surprised to see people having a party in the bathroom. She is mesmerised by the premium collection of faucets. The people seem completely engrossed in the beautifully designed Gold Rush Faucet, Pearl Glory bath tub mixer and Dimanta diverter.
Then, the male guest (who has been left behind in the living room, confused), hesitantly moves through the same passage and reaches the bathroom, and he too is surprised to discover people in the bathroom.
Apart from the TVC, Royale Bathroom will also reach out to its consumers via outdoor, print, digital and various other B2B engagement activities.
Says Mr. Pragyan Kumar, Vice President,Asian Paints Home Improvement Division,“We are proud to take the Royale brand forward in the bathroom products space and offer consumers a wide variety of world class designs with unique features and superior performance.”
Mr. Raj Nair, CEO and Chief Creative Officer, Madison BMB, said, “While Royale as a premium brand offering from the Asian Paints portfolio needs absolutely no introduction, this is the first piece of communication for Royale Bathrooms. The striking visual signature and the sophisticated design aesthetics of the Royale portfolio catering to an evolved target group needs to be established. In simple terms, the portfolio is designed with the signature Royale style that can lead to a truly lasting impression. The idea that you might have to deal with a party moving to the bathroom was an interesting way of communicating the same.”
Madison BMB is the advertising unit of Madison World, a diversified Communication Group with 24 units across 11 specialized functions of Advertising, Media, Business Analytics, Out-of-Home, Events, Activations, Retail, PR, Entertainment, Mobile and Sports; employing about 1,000 communication professionals across cities in India, Sri Lanka, Bangladesh and Thailand.
The TVC can be viewed here: