Asian Paints' campaign tells the

story of Chintu and shining walls

Asian Paints has released a new campaign for their range of paints, Tractor Emulsion
Shyne and Ace Shyne. Ogilvy India conceptualised a story based on the insights
from consumers.


The campaign takes the insights from the perspective of homeowners, for them,
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, the campaign has been created with 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 is 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 chief executive officer,
Asian Paints, said, “Asian Paints offers an affordable range of
sheen finishes, Tractor Shyne for interiors and Ace Shyne for
exteriors. Through this light-hearted ad campaign we show
how the kid uses the luxurious sheen on the home walls to
his advantage to impress his peers.”

Sukesh Nayak, chief creative officer, Ogilvy Mumbai, said,

“The campaign is based on a very simple idea – 'Shyne jo
dikhe mehengi'. The film blends in the interior + exterior
walls in a simple narrative that shows how a young kid
showing off Infront of his friends with his walls beautifully
painted with Ace & TE Shyne.”
https://www.youtube.com/watch?v=88
C0K2KnK8U
Thank You