Campaign details

Brand: Asian Paints Royale Atmos
Lead Agency: Madison Media
Region: APAC

Strategy

Objective

While indoor air pollution exists, very few people are aware about it. Asian Paints, during the launch of its brand Royale Atmos, had 2 clear goals.

  1. To create awareness about indoor pollution being 5-times more harmful than outdoor
  2. Royale-Atmos is a paint that helps absorb these indoor-pollutant.
Target Audience

Royale Atmos is a premium offering from Asian Paints, for which we have targeted more affluent audience who could afford the product. Normally the Decision maker in the family for paints is males as per TGI but since the product falls within the health and hygiene space, we had to target women as well, thereby deriving our TG All Adults 31-50 (Decision makers/chief influencers). We concentrated more on metros due to the high pollution levels and also had higher focus on people who spend a lot of time in commute daily.

Creative Strategy