WCRC Brands Illustrated up till 15 October | Page 59

It’s Time

FOR A BREAK!

K

erala comes across as the perfect getaway for
families seeped in the minutiae of everyday life.
Keeping this point in mind, Kerala Tourism
recently has rolled out a digital-heavy campaign
called ‘It’s time for a break’, in an attempt to attract more
tourists to the state as part of the ministry’s ‘Visit Kerala’
initiative. The campaign consists of two 40-second spots,
‘Kitchen Caper’ and ‘Virtual Insanity’, created by Stark
Communications.
The ‘Virtual Insanity’ ad, as the name suggests, shows a
kid completely absorbed in the virtual world. His obsession
reaches the peak when he tries to enlarge a print ad just as
he would enlarge a picture on his mobile, thus making his
parents realise that it’s ‘time for a break’. The second ad,
‘Kitchen Caper’, shows a woman completely engrossed in her
daily chores, often at the center of family pressures, who is hit
by a similar realisation.
The campaign addresses the domestic market of India.
The idea was to position Kerala as the natural antidote for the
Indian urban family.

The Urge
to Move
BEYOND THE
ORDINARY
“No to Nice” is the latest advertising campaign launched
by Asian Paints Royale.

T

he TVC features Saif Ali Khan as a very quality
conscious individual with high standards in food,
art and even floral arrangements, who uses ‘nice’
to comment about things that aren’t good enough.
The tables are turned on him when a guest refers to his
newly painted walls as nice at a party being hosted by him.
Later when he applies Asian Paints’ Royale to the walls
words like ‘amazing’ and ‘extraordinary’ are used which
describes the impeccable performance of the product. The
campaign is conceptualized by Contract Advertising.

The advertising agency decided to put Saif Ali Khan, the
brand Ambassador for Royale in the campaign to elegantly
reflect the situations in which the most refined palates slip
up when it comes to the home décor. The theme of the
campaign is about exceeding one’s own expectations and
keep exploring and re-inventing ones choice.
The idea behind the communication is to urge customers
to move beyond the ordinary and to reach out for the
extraordinary.

59