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Challenge: How do you create interest and recall for this low involvement category where consumers generally rely on contractors and painters? Objective: Communicate the benefits of Asian paints – ‘apex ultima protek’ which protects the walls from cracks, peel, and algae and be top of mind.
Creative Solution: To catch their attention we created an experiential rich media innovation. When the user logged into their favorite news site across languages (Addressing key Hindi Speaking markets), rain lashed homepage and cracks/algae started appearing. This was followed by the homepage peeling. Only way a user could continue reading further was by applying a coat of ‘Asian Paints – apex ultima protek’