Asian Paints Corporate: Where The Heart Is!

Asian Paints sought to establish itself as a source of inspiration for home decor in India with a high-reach campaign that built on the success of its earlier ‘Where the Heart is’ and ‘Young & Attractive’ messages.

The communication goal

Establish Asian Paints as a source of inspiration for Home Decor by creation of high-value aspiration content. Subsequently the aim for this content was that, it should have strong perspective and must stand-out in the clutter of all the pre-existing content on Home-Decor, like online-magazines, Social pages/blogs of AIDs.

The situation analysis

  • The season one of 'Asian Paints - Where the heart is', created a lot of Impact and buzz. It also created its own identity and touched the viewers with aspirational stories. While the first season created a lot of awareness, the same did not rub...

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