Summary
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 & authentic décor'. The Brand intended to connect with the younger-audience (tomorrow's decision-makers) by creating an Intellectual-property, which touched their hearts. There by building & shaping positive attitude towards the brand, perceiving it as both aspirational & authentic.
Challenge
Asian Paints believed in the legacy of ‘Har Ghar Kuch Kehta Hai'. The story had to be re-told to suit the evolving tastes of the new age audience. The goal was to provide an experience, both aspirational & authentic. Thereby, resonating the core brand-values with the younger audience.
Objective
With it's 4th season, Asian Paints Where the heart is had to drive the interest and aspiration of the varied target audience.
Strategy
Home to the younger-audience reflects their inspiration & personality with plethora of information at their disposal. The sources of their inspiration are limitless. Yet, the glamourous celeb-world tends to be their muse. Now-a-days, audiences are equipped with every-move of their favourite-celebrities but have failed to get a sneak-peak of their homes. We made it Possible. The Celeb Homes Opened up for AsianPaints, where the celebs started sharing all their small moments & stories of their living space. Celeb-icons across-genres like (fashion, movies, cricket & music) intending to connect with audiences of varied-passions. This year's celebs were unique and intriguing as their houses were never explored before and also few family members who faced the camera for the first time.
Data
Today's Young audience has plethora of information at their disposal. Their definition of décor went beyond the shiny façade of immaculately done walls & beams. It had to tell a story of their dreams, their passion. It had to be a reflection of their personality. We wanted to target these audience through a web series, featuring celebrity-Homes from different genres like fashion, movies, cricket, footballs & geo-specific icons to encompass audience with different passions. We had to select and project Celebrities in their most honestly lives subtly positioning brand in aspirational yet authentic space
Solution
Content was curated basis the rudiments that make house, a Home. The celebs and their home had unique story to tell, the ones never heard before Out in the hills, an hour's drive away from Mumbai, maestro Shankar Mahadevan's holiday home is a treat for the soul. Far from the floodlights, cricket icon Smriti Mandhana's home is a peaceful pavilion. Leading Lady of Fashion, Anita Dongre's Home is an Oasis of Serenity Tamannaah takes you to her personal sanctuary; her home, where she is not a star but just the daughter of a doting family. Although music has been a constant in Prateek Kuhad's life, there is also an obvious influence of art in his home, which he says comes from his mother who runs an art gallery and is an avid collector and artist herself. Rajkumar Rao tells us what attracted him to his new house and takes us on an exclusive tour of his home and down memory lane. The dancing partners Shakti and Mukti Mohan, who continue living together, take us on a tour of their lovely and spacious house in Delhi 7-episodes were created, where celebs narrated their stories while touring the audiences through their real homes. As Binge-watching scaled substantially during evenings & weekends we used Google's beta product "related videos" to influence the video- recommendations. GPU-technology was used to target celebrity-fans, watching content real-time. A search-bar was integrated in the video, leaving viewers with a CTA to search ‘Asian Paints where the heart is' & watch more. We did face scan on multiple platforms though leading technology and delivered relevant communication to engage the user interested in the particular celeb's life. Stream boxes on leading websites were created to make sure the webeires is consumed throught binge watching and no single videos.
Results
• Campaign delivered 350Mn+ impressions and 105Mn+ views across platforms • 42% VTR on Youtube and 40% VTR on Facebook • 6.8Mn engagements across posts on social handles YouTube interest for "Asian Paints" rose by 466%. Brand's value in the aspirational & authentic décor space grew by 12%.
