'Ghar ka Pehredar' – says Asian Paints about its sanitizer
Given the current COVID-19 situation, Asian Paints used its expertise and deep understanding of home hygiene to meet the new, non-negotiable hygiene need of our times - sanitization. The brand launched its first hand and surface sanitizer, Viroprotek in May 2020 and has now launched the product’s first television commercial. Asian Paints seeks to be the trusted sanitization partner to its customers with Viroprotek and aims to cement relationships with homes, bringing joy, assurance and peace of mind to homeowners.
The TVC is set in the backdrop of consumers trying to go back to everyday life post the relaxation of the lockdown. It shows how people have become more aware of what they touch. It’s all about sanitizing and making things germ free for loved ones. The film highlights how a mother sprays Viroprotek on the fridge to make it germ-free, a father takes the Viroprotek sanitizer with him to office and how families sanitize every family member and parcel that comes from outside. Viroprotek is also shown being used on furniture and other spaces that we often touch in and around the house. The voiceover is from the point of view of Viroprotek who strives to protect and care about everyone at home like a responsible family member. The campaign launched with Viroprotek TVC, will have amplification across social and digital platforms to position the brand as the 'ghar ka pehredar' or the 'Guardian of the home'.
Speaking about the new film, Amit Syngle, Managing Director & CEO, Asian Paints Limited, said, “Customer-centricity is at the heart of Asian Paints. We intend to deliver products that matter to the consumer. Currently the health and hygiene space is the most relevant one. So after launching Royale Health Shield, we now seek to address the growing requirement of hand and surface sanitizers with Viroprotek. Just as consumers strive to protect and care about everyone at home, Viroprotek promises the same. Hence, the idea for the film comes from our customers and their behaviour at home. From sanitizing our most exposed body parts i.e. our hands and feet, to ensuring everything around the house is germ-free; Viroprotek is a responsible and the ideal pehredaar of your home.”
Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “From taking care of every home to taking care of people living in those homes. Viroprotek Sanitizers from Asian Paints will proudly stand for the safekeeping of every home.”