Campaign details
Brand: Asian Paints Royale PlayBrand owner: Asian PaintsAgency: McCann WorldgroupMarket: IndiaIndustries: Home improvementMedia channels: Cinema, Online video, Outdoor, out-of-home, Social mediaBudget: 1 - 3 million
Executive summary
For decades the paint category advertised walls that brought homes to life, with narratives focused on single walls. Even Royale Play by Asian Paints, a brand meant to attract youth, was advertising the same visual benefit. But these conventions left younger audiences indifferent. To bring youth back to the brand, Asian Paints offered a disruptive world of creative...