Asian Paints: Where the heart is S6

Asian Paints, a paint brand, ran YouTube ads and released a series of celebrity-led house tour videos to build the perception of the brand in the space of 'aspirational and authentic decor', connect with a younger audience and shape positive brand sentiment.

Campaign details

Brand: Asian PaintsAgency: Madison MediaRegion: APAC

Strategy

Objective

Asian Paints believed in the legacy of 'HarGharKuchKehtaHai'. However, the story had to be re-told to suit the evolving tastes of the new-age audience.

The goal was to provide an experience, both aspirational and authentic. Thereby, promoting the core brand values with a younger audience.

The campaign had to drive the interest and aspirations of our target audience.

Target Audience

After the enormous success of the previous season, we were approached by an OTT partner – Voot – to host and promote the latest season....

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