Asian Paints, an Indian multinational paint company has unveiled a television commercial for its new luxury paint offering, Royale Glitz– a luxurious interior wall paint featuring Bollywood actress, Deepika Padukone in a show-stopping look posing for a fashion photo-shoot. Conceptualised by Contract Advertising Pvt. Ltd., the ad depicts modern rendition of the classic song Baar Baar Dekho playing in the background and tongue-in-cheek humour, the ad goes on to show how the new paint has stolen the spotlight from Deepika who is visibly bemused.
The TVC aims to showcase how the luxury with Teflon Surface Protector in the paint ensures stains on the walls wipe off easily. The shades are inspired by the heartland story of India and carry names which reflect Indian culture. Chutney green, Calcutta rains, Coromandel Indigo to name a few.
Detailing about the campaign, Amit Syngle, managing director and chief executive officer, Asian Paints, said, “Seeing the mood of the consumer at this point of time and the fact that the last one and a half years have been very challenging, most of the consumers have stayed at home. How can we get our own room element out? How can we bring joy to our lives to that extent, when we have spent so much time in homes during this point of time, and the fact that many homes are becoming a big place of socialisation to that extent.”
“We also wanted to change the old definition of super luxury and ultra luxury from matte finish to ultra sheen finish, which we thought is a bold take. We feel that today, Indian decor is the one which is really celebrated and we wanted to have one of the real impacting propellants there in terms of bringing this to life,” he further added.
“Consumers today are looking for that X factor in their home interiors. Something that will create a memorable and definitive impact while enhancing the beauty and glamour quotient of your home. This is what we bring to our customers with the new Asian Paints Royale Glitz interior luxury paint and endeavoured to convey the same through our quirky and stylish TVC. We are happy to be working with Deepika once again on this TVC; the concept and treatment of which is quite different from the ones she has done previously with Asian Paints,” Syngle said.