The objective in hand was to build awareness around Asian Paints latest range of specialized Sanding Papers; TruStar. The challenge was that the category is not only low involvement but also significantly unorganized.
With this objective in mind, we initiated a deep listening activity with our proprietary research and insights tool, Gipsi. The core TG here was painters and contractors. Data and research suggested that they believe in the perfection on every project and thrive on it. Celebrating this trait of being a perfectionist, the team stitched a series of films centered around the core idea of ‘Starting Right’ and ‘Perfection’. And so came about Mr Perfect Parimal - a fun character devised for a digital video series campaign 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. The protagonist, Mr Perfect Parimal reflects the consumer’s emotions and aspirations for perfection using delightful hyperbole. In a cheerful, entertaining way, our films exhibited the fun and quirky relationship between the protagonist Mr. Perfect Parimal and TruStar Sandpaper, his companion for Perfection. The campaign is launched in 6 languages and is amplified on multiple relevant platforms like WhatsApp, YouTube, IndiaMART, PayTM, Truecaller, and Facebook.