Asian Paints leveraged Dance+ Season 6 to launch Royale Glitz ahead of the festive season of 2021
India loves its festivals! It’s a country of festivals. From homes to the public sphere, the festive fervour hits everyone, spreading cheer all around. A big part of the celebration is the process of beautifying one’s home. Indian families spend quite a lot of time and energy planning their dream decor — each year during the festive season, and picking the right paint is a crucial part of the process.
Over the last several decades, Asian Paints has established itself as the undisputed leader in the home paints category. The brand releases new variants each year, especially ahead of the festive season to meet the peak in demand. To add varied hues to the lives of their consumers, Asian Paints added a new version to their line of premium paints, Royale Glitz, ahead of the festive season of 2021.
Asian Paints wanted to create awareness about its Royale Glitz range, especially in the HSM (Hindi Speaking) markets. Disney+ Hotstar’s Dance+ Season 6 was found to be a perfect fit for a tie-up due to its timing, content and reach.
The Strategy and Execution
By partnering with Disney+ Hotstar for promotions on Disney+ Season 6, the brand was able to reach all the members of the household, building top-of-mind recall for potential decisions related to picking the most favoured paint.
Dance+ is a popular show in the HSM region, watched by families together. Given how Royale Glitz’s tagline was ‘Paint that steals the spotlight’, and the concept of a spotlight is integral to a dance reality show, brand recall strengthened seamlessly.
To integrate the brand well into the narrative of Dance+, Disney+ Hotstar conceptualised an ‘Asian Paints Royale Glitz Spotlight Wall’. It was an actual wall prop, built for the show, painted with the Asian Paints Royal Glitz range for authenticity. The wall was wheeled in during announcements, getting prominent screen space.
Names of the contestants who won the week’s challenge and made it to the finals were placed on the wall, right below their team captain’s name and photograph. Over the weeks leading to the final, the wall held aspirational value for the contestants — they wanted to be in the ‘Spotlight’ and achieve their spot in the finale.
Disney+ Hotstar also integrated the term ‘Spotlight’ into the remarks made by the judges, amping up the brand tagline’s recall for the contestants and the viewers. Remo D’Souza, one of the judges, would appreciate the performer by saying that they ‘stole the spotlight’.
After every episode, the best moment of the show was highlighted as the ‘Spotlight moment of the day’. It was a piece that would stay with the audiences for long, likely tugging at their heartstrings. Such association helped Disney+ Hotstar build positive sentiments for Asian Paints Royale Glitz.
The brand TVC featuring Depika Padukone was also run during the show in addition to various context-based display assets or astons. All of these elements helped to build up hype and recall for the brand at relevant intervals during the show.
Agency Speak
“As a brand, Asian Paints has become synonymous with home painting over the years. Being market leaders, we are always looking for opportunities to build a deeper connect with our audiences. For the launch of our latest premium paint – Royale Glitz, we were looking for innovative ways to reach the HSM belt. Dance+ Season 6 on Disney+ Hotstar was the perfect property for us to associate with to reach our target audience. The Royale Glitz Spotlight wall and other ad units on Dance+ Season 6 helped us create the desired awareness and demand in the market.”
– Kosal Malladi, VP Digital – Madison
Impact
Asian Paints saw a significant impact on Brand Imagery. It was able to reiterate its positioning of ‘Makes my house and me look good’ for its customers.
The campaign also helped the brand garner higher-than-average engagement and positive emotions.
The brand also saw a +5% uplift in Brand Awareness, +7% uplift in Message Association and +9% uplift in Purchase Intent.
