Asian Paints has launched a campaign for the launch of their range of specialised sanding paper brand – TruStar. The campaign has been conceptualised and executed by Tonic Worldwide, the digital-first creative agency.
The core target group for the product is painters and contractors. Data and research from Gipsi (the HI + AI research division of the agency) suggested that they believe in perfection on every project and thrive on it. Celebrating this trait of being a perfectionist, the team created a series of films centered around the core idea of ‘starting right’ and ‘perfection’.
The campaign features Mr. Perfect Parimal – a character devised 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. Parimal reflects the consumer’s emotions and aspirations for perfection using hyperbole.
Watch the films here:
The campaign includes seven videos in Hindi, Telugu, Kannada, Tamil and Malayalam launched on Youtube, Facebook, and other platforms like Trucaller, Whatsapp and Indiamarket.
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