Ogilvy India taps into local musical talent for new Asian Paints festive campaign
India’s leading paint brand Asian Paints has launched ‘Colours of Pujo’ a campaign specifically targeted at the Durga Puja festival, the most significant celebration in the Eastern part of the country.
Created by Ogilvy, the campaign is built around colour-themed songs specially composed for the campaign by bands with a large localised following Cactus, Lakkhichhara and Goshai Gang.
The campaign ties into the ongoing Asian Paints Sharad Shamman [Autumn Honours] programme which has recognised local talent in Kolkata since 1985.
The three colours, red blue and yellow which tie back to flowers and vermillion used during the celebration will also be featured in the Asian Paints shade guide for the East called ‘Book of Colours’.
Speaking about the campaign Asian Paints general manager Jaideep Kanse said: “Asian Paints has always believed in celebrating creativity and art. It was with this intent that Asian Paints Sharad Shamman was initiated and now over 35 years of this, we feel the love and respect of the people every time we are in Kolkata during Pujo.
“Colours are native to both, Durga Pujo and Asian Paints and with this thought, we celebrate #ColoursofPujo this year. We are extremely proud to associate with three leading bands from Kolkata – Cactus, Lakkhichhara & Goshai Gang to bring to life the colours of pujo by highlighting the relevance and significance of key colours.”
Ogilvy managing partner creative Sujoy Roy said: “Every year we pick some unique aspect of the festival and bring it alive. This year we wanted to celebrate the colours of Durgotsav. Colours that evoke memories, represent tradition and find prominence during the festival. We picked three colours. And created three songs. Connecting colours to the key moments of celebration. Painting three vivid pictures of Durgotsav.”
Credits
Client: Asian Paints
Agency: Ogilvy
Ogilvy creative: Sujoy Roy, Partha Pal, Arindam Lahiri, Prasenjit Bera
Produced by Ogilvy content cell: Krishnakant Mishra
Ogilvy planning: Vipasha Bhuptani, Nadia Miranda, Chandrika Dhariwal
Ogilvy account management: Manish Tilwani, Amrita Basu, Sarvesh Belekar
Production partner: Bring Back Good Films
Director: Aakash Motiani
Ravi is the editor at Mumbrella Asia. He has covered the marketing, advertising and media business for over two decades.
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