Asian Paints leverages digital media to explore ‘Where The Heart Is’ of famous Indian celebrities
Asian Paints, a leader in home décor, recently launched a series of webisodes called ‘Where The Heart Is’. As the name suggests, home is where the heart is, these webisodes showcased beautiful celebrity homes whilst the celebs narrated their experiences in building them. Each episode covered a celebrated influencer in their unique stream of work and highlighted those exquisite elements that transformed their house in to a loving home.
Madison Media played a vital role in planning and strategy of this online campaign. They also tactically utilized digital medium to create a buzz around the campaign with the help of innovative promotional mechanisms such as Facebook Canvas and Twitter Conversation Ads. Madison Mates helped in roping in celebs such as John Abraham, Kalki Koechlin, Mandira Bedi and Prosenjit Chatterjee.
The first season of ‘Where The Heart Is’ explored homes of celebrities such as John Abraham, Kalki Koechlin, Mandira Bedi, Rana Daggubati, Pernia Qureshi, Dinesh and Dipika Karthik, Abu Jani and Sandeep Khosla and lastly Prosenjit Chatterjee to inspire their digital savvy consumers.
Being an absolute digital property, each episode of Asian Paints Where The Heart Is, witnessed an average video completion rate of over 25%. Webisodes with celebrities such as John Abraham, Kalki Koechlin and the sports duo of Dinesh & Dipika Karthik were also trending on YouTube with over 9 Lac views. To allow the online consumers in gaining first-hand experience of celebrity properties, a series of 3600 images were posted on Asian Paints social media channels. To cover all arenas of digital telecast, OTT partner Hotstar also aired the episodes simultaneously. Lastly, the property concluded on a high note with the launch of India’s first Twitter Mosaic by a brand. This mosaic collected sentiments of online consumers regarding their homes on Twitter with the help of ‘conversational ads’. Over a span on just 48 hours, the mosaic received over 1 Lac engagements.