Asian Paints Corporate: Where the heart is!

Asian Paints, a paint company, partnered with various celebrities in India to launch a series of YouTube videos that showed the inside of their living spaces to connect with a younger audience.

Campaign details

Brand: Asian Paints CorporateAgency: Madison Media

Strategy

Objective

Asian Paints, pioneer of the paint industry is extending its portfolio in the décor space. With this campaign, the key objective was to plant the seeds to build perception of the brand in the space of 'aspirational and authentic décor'. The brand intended to connect with the younger audience (tomorrow's decision-makers) by creating intellectual property that touched their hearts, thereby building and shaping a positive attitude towards the brand, perceiving it as both aspirational and authentic.

The idea was to create something that was easily accessible and...

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