To establish Asian Paints as an integrated part of one’s life
Despite high brand awareness, people in Nepal don't typically connect emotionally with paint brands. They see paint as a functional product rather than something that evokes feelings or emotions.
To change this perception, we decided to position Asian Paints as more than just a paint brand but as a best friend. This best friend is always there, happy when you're happy, and has no hidden agendas. Asian Paints believes its success is tied to the satisfaction of its customers.
We created a TV commercial depicting a person's life through three key moments, each featuring the 'best friend' (Asian Paints) supporting and celebrating their achievements. The scenes include an award ceremony, an indoor football tournament, and a fishing trip, representing different life phases. The constant presence of the 'best friend,' focused solely on their friend's success, reinforces the message that Asian Paints is like a dependable companion in life. The emotional storytelling, supported by carefully chosen background sounds, aimed to resonate with viewers, recognizing that emotions often drive brand decisions more than just information.
