Asian Paints Apex Ultima reincarnates awestruck admiring neighbour

Asian Paints Apex Ultima launched their new TVC recently. The objective of the campaign was to communicate to their target audience that Asian Paints will convert their house into an object of desire, thanks to the paints beautiful colours. The central idea is, because the colours look new for years, everyone else's obsession for the house will continue for a long time too.

Speaking exclusively to Adgully, Pradyumna Chauhan and Mahesh Gharat, Creative Directors, O&M said, "There are two main objectives of this campaign which are that the moment you paint your house, it becomes an object of desire and the second focus is that it stays as an object of desire for many years to come. The credit goes entirely to the director, Ram Madhvani who successfully made an unusual film by shooting the bird so articulately. Otherwise on CG it would have taken so much time. This was also cost effective."

The TVC is in simple story telling format with beautiful calm visuals that is clutter breaking. People will go to obsessive lengths to admire a house painted with Asian Paints. In the campaign one can see that Apex Ultima was the idea behind the campaign. In this particular TVC, it came about in the form of reincarnation ' the awestruck ever admiring neighbour is reborn as a bird not just to enjoy the house, but claim it as well. This was a fresh concept and very appealing to the masses.

Asian Paint's recent TVC, Wah Sunil Babu ! had also done very well. Asian Paints have always worked around the envy or the object of desire factor, to establish their superiority in the space.

It is a complete 360 degree communication with outdoor, radio and digital platforms. | By Janees Antoo [janees(at)adgully.com]