Categories Name : Web

Sub-Category : Best Benchmark Content / Branded Content

Entry Name (Campaign) : Where the heart is!

Covering Note / Overall Experience

Communication Objective:
Asian Paints, pioneer of the paint industry is extending its portfolio in the décor space. With this campaign, the key objective was to plant the seeds to build perception of the brand in the space of ‘aspirational & authentic décor’. The Brand intended to connect with the younger-audience (tomorrow’s decision-makers) by creating an Intellectual-property, which touched their hearts. There by building & shaping positive attitude towards the brand, perceiving it as both aspirational & authentic.
The idea was to create something that was easily accessible & non-perishable. Unlike a few day events or and ad campaign, which would be served & vanish. We wanted to create something to could be persevered & be cherished for years to come. Just like the Asian Paints iconic campaign ‘Har Ghar Kuch Kehta Hai’

Target Audience:
Today’s Young audience has plethora of information at their disposal. Their definition of décor went beyond the shiny façade of immaculately done walls & beams. It had to tell a story of their dreams, their passion. It had to be a reflection of their personality.
We created ‘where the heart’ a web series, featuring celebrity-Homes from different genres like fashion, movies, cricket, footballs & geo-specific icons to encompass audience with different passions.
We projected Celebrities in their most honestly lives subtly positioning brand in aspirational yet authentic space.

Concept

Communication goal:
Asian Paints believed in the legacy of ‘Har Ghar Kuch Kehta Hai’. The story had to be re-told to suit the evolving tastes of the new age audience.
The goal was to provide an experience, both aspirational & authentic. Thereby, resonating the core brand-values with the younger audience.

Innovation

Innovative media strategy:
Home to the younger-audience reflects their inspiration & personality with plethora of information at their disposal. The sources of their inspiration are limitless. Yet, the glamourous celeb-world tends to be their muse. Now-a-days, audiences are equipped with every-move of their favourite-celebrities but have failed to get a sneak-peak of their homes.
We made it Possible. The Celeb Homes Opened up for AsianPaints, where the celebs started sharing all their small moments & stories of their living space. Celeb-icons across-genres like (fashion, movies, cricket & football) intending to connect with audiences of varied-passions.

Execution

Engaging Creativity
Content was curated basis the rudiments that make house, a Home. ‘Mother-daughter relationship’ was beautifully portrayed by Masaba-Neena Gupta. Huma Qureshi-Saquib Saleem, depicted what it’s like when siblings share a roof.
6-episodes were created, where celebs narrated their stories while touring the audiences through their real homes. Like Boman-Irani sharing the financial advice he received from Anil-Kapoor which persuaded him to buy his current-home. Grandiosity of a celeb-home was blended with authenticity of their stories.

Encompassing Audiences
‘It is time to sit-back & binge watch’ a message which pooped up on the Mobile-devices of the audience when they were at home. As Binge-watching scaled substantially during evenings & weekends we used Google’s beta product “related videos” to influence the video- recommendations.
GPU-technology was used to target celebrity-fans, watching content real-time.
A search-bar was integrated in the video, leaving viewers with a CTA to search ‘Asian Paints where the heart is’ & watch more.

Results

Effectiveness
Where the heart is’ YouTube Masthead broke the view records up-till Nov’ 2019 across all industries/categories.
YouTube interest for “Asian Paints” rose by 466%. Brand’s value in the aspirational & authentic décor space grew by 12%. Campaign received a VTR of 75%.