BackAsian Paints brings back ‘Har Ghar Chup Chap Se' ad to encourage staying at home
The ad shows the daily lives of various people during the lockdown, weaving in stories, memories, and interactionsThe brand is using social media influencers to talk about the need to quarantine and finding joy in staying at home
PremiumNEW DELHI: ‘Har Ghar Chup Chap Se Kehta Hai’ (loosely translated to every house has something to say) advertising campaign, which did wonders for Asian Paints brand value in 2007, is back to spread a the crucial message of staying home and being safe amidst the covid-19 outbreak in the country.
Created by advertising agency Ogilvy India, the 50 second long digital film https://www.youtube.com/watch?v=PBuI23kojko&feature=youtu.be
is stitched together with a montage of shots that is more relatable now that everyone is home amid the lockdown. The film has a narration by ad guru Piyush Pandey and aims to convey to consumers the simple joy of staying at home.
The brand's nostalgic concept shows the daily lives of various people during the lockdown, weaving in various stories, memories, and interactions.
Amit Syngle, managing director and chief executive, Asian Paints Limited, said, "The current times are exceptional and at Asian Paints we believe that it is important to relive the happiness and joy around homes at the same time reminding people of staying home and being safe. Made with real home videos, the brand is inspiring people, by showing how people across are creating their own special moments in their homes and bringing hope and smiles in these tough times. Stay home stay safe."
Apart from the digital film, the brand is using social media influencers to talk about the need to quarantine and finding joy in staying at home. Asian Paints has also collaborated with singer Shaan to host live streaming concert on Instagram.
Sukesh Nayak, chief creative officer, Ogilvy India, said, “What could be a better way to inspire people than recreate what they love, rewritten to address the current times."
Recently, however, Asian Paints print campaign in Delhi-NCR received flak as it urges customers to go to a particular brand store.
According to Naresh Gupta, strategy head and managing partner at advertising agency Bang in the Middle, this is a nice film much like what the brand Asian Paints is. This is the kind of smart content that brands are doing more and more.
"But it also raises more questions for me. If they are saying stay home, stay safe then why are they asking someone in Gurgaon to go to East Delhi shop in their print ads? Why are they not realising that print ad is not what the brand Asian Paints is. I also feel their social media feed could have heightened this 'Stay at home' emotion which they haven’t. So, the film ends up being a stand-alone content piece. I wish it was more than that," he said.
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