Indians and their homes are exposed to extreme climates \u2013 sunny, rains, cold etc. Likewise, the exterior paints on the walls are exposed to the same harsh weather conditions. <\/p>\n\n\n\n
The only exterior paint brand which Asian Paints had in 2004 was a distemper based Utsav. And the communication was festive based. <\/p>\n\n\n\n
If at all they painted, Indians usually painted their houses before important festivals like Diwali, Pongal, Onam\/ Vishu etc. Given the nature of festivals, the tone of the commercials was warm & emotional.<\/p>\n\n\n\n
When Asian Paints launched their new exterior emulsion based paint brand Apex, the communication became rational and demonstrative with a tinge of envy. The intention was to highlight the importance of using good lasting paints for the exteriors. This was never important to Indians in general and was new to them.<\/p>\n\n\n\n
Ogilvy\u2019s Abhijit Avasthi\u2019s funny take on inquisitive neighbours and the sarcastic comments they pass more out of jealousy became the film idea. The commercial was directed by Prasoon Pandey.<\/p>\n\n\n\n