In marketing, we often divide consumer buying behaviour into two distinct categories: low involvement and high involvement. Traditionally, products in the low-involvement category are your typical routine purchases such as cement, plywood, electric cables, paints and even fruits and vegetables. Here, most of the consumers are not very involved in gathering details about the product and can find substitutes easily. In this category, the brand does not matter. In contrast, high-involvement products are goods that are purchased only after long and careful consideration. A house, car, etc are extremely high-involvement purchases. The same behaviour is seen while purchasing jewellery, cosmetics, clothes and so on. Naturally, the differentiation of low involvement products is very difficult. For such products to get noticed in a heavily commoditised market, they need to do something out of the ordinary. It is challenging but some brands do it really well – like Asian Paints.
Over the years, Asian Paints has increased the level of consumer involvement, just through insightful advertisements. We all remember the iconic “Har Ghar Kuch Kehta Hain” (every home has a story to tell) campaign and this time round too, the brand has nailed it.
Conceptualised by Ogilvy & Mather, the new communication portrays the brand as one with a purpose, beyond just selling paint. The objective is to make people aware of the Asian Paints Colour Academy and how it has changed people’s lives. However, it does so by building an emotional connect with the viewers, rather than a technical one. The ad film narrates the story of a small-town boy who wants to make a name for himself in his hometown, Amroha. The film starts out on a slow note but picks up well.
Despite the length, it holds my attention right till the end because the story-telling is simple and convincing. Aided by strong music, the ad infuses a serious theme of national integration along with many other subjects. The Muslim protagonist, Monu, is encouraged by a Hindu shopkeeper to pursue his dreams. Despite being from a small town and a humble background, Monu aspires to have his own business one day. However, the protagonist does not want to leave his small town to achieve his goals. He wants to make a name for himself in his very own hometown and this is what I liked most. The film brings out the idea that it does not matter what your background is or where you come from or where you are currently. If you are honest and hardworking, any dream is attainable. And Asian Paints is helping to fulfil such dreams. The concept instantly becomes inspirational. The brand integration is effective but effortless. From the time Monu steps into a paint shop to the point when the ad depicts all the different paint textures like stucco, antico, safari etc, throughout the ad, all I could think of was paint! Longer ads often tend to get stretched and deviate from the core message. However, not for a moment, did I feel I was watching an ad that is unrelated to the product or the brand. The digital film definitely creates an emotional connection with the viewers and seems like an honest attempt to highlight the brand’s initiatives.
I cannot help but emphasize again that this is a low involvement product we are talking about. Something that can be easily replaced. Hence, the brand’s efforts at creating a niche and making consumers aware about their initiatives, is commendable. For years, Asian Paints has focused on brand building and a film like this has positively boosted its brand equity. Like every home, every brand should also have a story to tell.
This one surely does!
Brand: Asian Paints
Agency: Ogilvy & Mather