They have forgotten to pack in the one most important ingredient... and that’s humour. And have instead added on the ‘obsession’ factor, but it falls a little flat
So then how do you depict the durability, the long-lasting effect of a hardware brand? Many routes have been tried by marketers. My most favourite one is the ad done by Greenply plywood some years ago. And that featured a re-incarnation sequence. A young Sikh boy accidentally discovers he was a Tamilian man in his past birth. And the memory is triggered by his wooden table he finds in his past house, which remains as solid as ever. And the exchange in Tamil between the little Sardarji boy and his past life wife Savithri was hilarious to say the least.
Asian Paints, for its brand Apex Ultima Exterior Paint, has tried to re-incarnate the re-incarnation trick, and I am afraid it doesn't really work. They have forgotten to pack in the one most important ingredient from the Greenply ad: and that's humour. And have instead added on the 'obsession' factor, but it falls a little flat.
The commercial features a neighbour who's obsessed with the next door house. And he spends his life longing for it. Why? Because having been painted with Apex Ultima, it's totally beautiful. Anyway, soon the bugger dies, but his obsession with the bungalow continues. And he is re-born as a colourful bird. Now, of course, no one can stop him (it). So the bird hangs around the house all the time, enjoying its well-painted interiors and exteriors. It also leaves droppings out of jealousy (that's my own little input, hehe).
Well, okay, the ad is cute. And if you push me a little harder, I may even smile a bit. The desired dual promise of durability and desire is brought out well. So all cool on that front. But, like I said, humour is the key in this commercial and on that score the creative falls in the average zone. Having been spoilt by Greenply's punar janam magic, the bar has been raised in our minds. And Asian Paints needs to do a lot better than this, especially considering it's a much larger, richer brand.
So, back to the drawing board, people. Re-incarnation to highlight durability is a powerful idea. And if you can't come up with a solid rendition in this life, come back and do it in your next avatar. Yes, the idea is as durable as the paint. It will last forever. Especially in India, where most people believe in the next life.