Asian Paints, a well-known brand in India, has launched a new campaign called “Deewar Ke Kalakaar” (The Artists Behind the Walls) to celebrate the talent of painters and contractors. The campaign, created by Ogilvy India, aims to redefine the perception of painting as an art form that transforms houses into homes. Through a trilogy of films, the campaign highlights the artistry, precision, and dedication of painters, showcasing their journey, passion, and connection to their work.
The films feature loss Angeles, the managing director and CEO of Asian Paints, noted that the campaign is a tribute to the unsung artists who help create the essence of a home. He emphasized that painting is not just a job, but an art form that deserves recognition.
The campaign’s visuals capture the tireless effort and deep connection of painters to their work, emphasizing their commitment to creating spaces infused with meaning and emotions. The films also highlight the pride these artists take in their craft, showcasing the skill and passion they bring to every home.
B. Ramanathan, chief client officer at Ogilvy India, stated that the campaign is a tribute to the craftsmanship of painters, shifting the perspective from painting as a profession to a form of art that deserves recognition. The goal is to celebrate the invaluable contribution of painters and reinforce Asian Paints’ commitment to those who bring color and life to our spaces.
The campaign’s launch coincides with World Art Day, and Asian Paints invites viewers to watch the videos and join the celebration of artistic talent. With this campaign, Asian Paints aims to strengthen its bond with the painting community and celebrate the hands that make every home special.