The digital campaign addresses the challenges of a low involvement category with entertaining storytelling
November 19, 2020
Asian Paints has launched a campaign for the launch of their latest range of specialized sanding paper brand – TruStar. The campaign has been conceptualized and executed by Tonic Worldwide, a leading independent digital-first creative agency.
The campaign stems from the research with 'Gipsi', the HI + AI research division of Tonic Worldwide. The core target group for the product is painters and contractors. Data and research from Gipsi suggested that they believe in perfection on every project and thrive on it. Celebrating this trait of being a perfectionist, the team stitched a series of films centered around the core idea of ‘Starting Right’ and ‘Perfection’. And so, came about Mr. Perfect Parimal - a fun character devised for a digital video series campaign who routinely whips out his go-to, trusted TruStar sandpaper. He smoothens big, small, odd and uneven objects in his daily life as he is obsessed with perfection. The protagonist, Mr. Perfect Parimal, reflects the consumer’s emotions and aspirations for perfection using delightful hyperbole.
With the aim of reaching out to a larger audience in India, the product and brand message was launched through 7 videos in Hindi, Telugu, Kannada, Tamil and Malayalam on Youtube, Facebook platforms like Trucaller, Whatsapp and Indiamarket - the primary digital footprints of the audience.
Watch the videos here:
Cycle - https://youtu.be/ZvjEk929wKw
Cricket - https://youtu.be/ykLlPYf1xoE
Balding - https://youtu.be/SfLxvRtBbME
Saree - https://youtu.be/ZsGWf89TPrQ
Pot - https://youtu.be/rMEDL4-nWgo
Pencil - https://youtu.be/fBp7YjrCS4A
Nameplate - https://youtu.be/bjj6Iq7ZAQc
About Tonic Worldwide:
Tonic Worldwide is an award-winning Indian Digital Agency with global footprints. Tonic believes in crafting digital experiences for people and has been recognized for work that has been goal-driven and result oriented. The focal point of these experiences being its human-centric philosophy. With over a decade of experience, Tonic has worked with brands across verticals that include Sony Pictures Network, South African Tourism, Sony PlayStation, Kotak Mahindra Bank, Asian Paints, Flipkart amongst others.
Tonic Worldwide has also been certified by the prestigious Great Places to Work in 2019.
For more information, visit www.tonicworldwide.com
Nov 19, 2020
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