Asian Paints Royale Play: Décor in a Can

Asian Paints Royale Play ran a YouTube-led campaign in India, highlighting the creative possibilities of paint, to reignite the interest a young, urban audience and drive sales.

Campaign details

Brand: Asian Paints Royale Play Brand owner: Asian Paints Agency: McCann Worldgroup Market: India Industries: Home improvement Media channels: Cinema, Online video, Outdoor, out-of-home, Social media Budget: 1 - 3 million

Executive summary

For decades the paint category advertised walls that brought homes to life, with narratives focused on single walls. Even Royale Play by Asian Paints, a brand meant to attract youth, was advertising the same visual benefit. But these conventions left

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