Asian Paints highlights long-lasting beauty with new campaign

Asian Paints has collaborated with Moonfolks to unveil a five-product range called the "Infinito System" designed to fix an array of wall problems.

Taking inspiration from long-lasting beauty, the name “Infinito”, created by Moonfolks, is derived from the Italian word for infinite.

The new logo incorporates the infinity symbol within the letter ‘N,’ emphasising the concept of endless beauty and durability while positioning Infinito as the central solution for maintaining beautiful walls in Indonesia.

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Apart from the logo, the brand has also released a new vibrant and colourful packaging to stand out from the crowd. Straightforward and simple product naming is introduced to ensure that consumers can easily understand the purpose of each product and simplify their selection process. 

Meanwhile, the campaign sees the release of digital videos and key visuals to effectively communicate the brand's vision. 

The 30-second and two 15-second videos bring the brand's belief to life in a story about the never-ending saga of repaints through the years. 

In the video, a man is seen repainting his wall over the years as a family of cats watch over him. He is finally able to stop repainting and can decorate his house after using Asian Paints. 

The key visual shows a family of cats admiring a beautifully fixed wall. 

“Asian Paints understands the pain points of the consumer, around which we base all our innovations. The creation of Infinito System is no different from that perspective. The Indonesian homeowner needs to be rescued from painting woes they need to go through every year. And so we created a long-lasting solution to have perfect walls that give homeowners peace of mind for at least five years," said Abhilasha Kannan, managing director, Asian Paints Indonesia.

"Communicating a complex system was a difficult business challenge, and Moonfolks was able to simplify every aspect of the brand for us to be able to communicate the benefits of the Infinito System effectively," added Kannan. 

According to a statement seen by MARKETING-INTERACTIVE, the name, branding, packaging, shopper and communication materials, as well as the management of media planning and buying were led by Moonfolks. 

The agency also led the PR campaign, said the statement, adding that the entire "content to commerce" framework will ensure upper and lower funnel metrics for the brand, meeting objectives of leads and conversion. 

Moving forward, the campaign will be regularly updated with interactive content on social media. It will also engage influencers to drive authenticity. 

"At Moonfolks, we believe every brand deserves a “moonshot” – our proprietary approach to brand building. We drive commerce for brands combining brand purpose (brand identity and advertising), brand content (digital), brand experience (shopper and activation), brand reputation (PR and influencer marketing) and brand reach (media solutions and content distribution)," said Anish Daryani, founder and CEO, Moonfolks.

"Birthing the Infinito System and coparenting it with the Asian Paints team has been a deeply transformative experience for both the teams. The coatings category in Indonesia has seen little innovation, which makes it disruptive for Asian Paints, while offering genuine value to consumers," he added. 

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