Chennai: For homeowners, their house is their most valuable social currency – a mark of their progress in the society. It is a means for these consumers to display their beautiful homes with pride to friends and neighbours alike.
Hence painting the house is an important aspect and they expect good quality paint that keeps their house looking newer and the shine to last longer, all within a budget.
Taking off from this insight, Ogilvy India conceptualised the story of a child in a small town; Chintu and his friends who visit him at his house. Set against the splendid backdrop of his shining walls which are painted beautifully with Tractor Emulsion Shyne and Ace Shyne Emulsion, his friends are truly impressed by what they assume to be Chintu’s lavish lifestyle only to find out later, much to their amusement, that this is not the case.
Amit Syngle, managing director and CEO, Asian Paints said, “the role of painting in a consumers life has just not been limited to maintenance and upkeep, but is also an expression of prosperity and happiness. And, when this gets an external gratification, it just becomes perfect.”