Asian Paints & Ogilvy launch TVC for Safe Painting Service: Case Study


In the new normal, brands are building new strategies to ensure their smooth functioning. Many of them are contributing to fight the battle against the pandemic. They are finding new ways to minimize the adverse effects on their stakeholders.

At a time of rising concerns about safety, Asian Paints has launched its Safe Painting Service. This will help to ensure the safety of the painters and house owners. The brand released a TVC which conveys the message of safe painting services.

By this service, Asian Paints will handle the painting of sites with sufficient precautionary measures. The painters will be equipped with safety gadgets like coveralls, masks, gloves, safety goggles, sanitizers, etc. To ensure the hygiene of the site and tools, there will be sanitization at regular intervals. The brand will conduct regular temperature checks to track the health of painters. It will be done within the social distancing norms, with the usage of mechanized tools for ensuring the finishing of painting works.

The TVC that was released as a part of the campaign is conceptualized and executed by Ogilvy, which passes the message of safe painting services across digital and social media platforms. It visualized the concept of a house owner who used Asian Paints safe painting services for his home.

Speaking about this campaign, Amit Syngle, MD and CEO, Asian Paints Limited, said, “In line with being a Responsible & Caring Brand we are looking at strengthening the Asian paints Service Brand. We are proactively looking at providing assurance to our customers by supplementing the Asian Paints Painting service with Safety and Hygiene protocol. The Asian Paints Safe Painting campaign brings alive the commitment of the brand to offer not only a very safe painting environment but also a hassle-free, faster, and professional painting experience. The customers can now experience joy & happiness, reimagine their beautiful home without any risk, and with complete peace of mind.”

Sukesh Nayak, Chief Creative Officer, Ogilvy India, said, “This campaign builds on the insight, how we are always curious to know what’s happening in our neighbour’s home. Building on this, it tells a funny story to reassure not just the homeowner but his nosy neighbour too about our safe painting services.”


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