| Art Direction for Direct Marketing/Activation | ||||
| Client | Asian Paint | |||
| Brand | SmartCare | |||
| Agency | Ogilvy & Mather Pvt. Ltd. | |||
| Brief | Monsoons in India wreak havoc on homes. From cracks to peeling, bacterial growth and more, water can severely impact the structure of a building while also affecting the beauty and aesthetics of it. Asian Paints, India’s largest paint manufacturer, wanted to push its SmartCare range of waterproofing products through a book that detailed out preventive and curative measures against the monsoon. | |||
| Location & Scale | The activation ran across dealer and retailer outlets across India. The Wet Book was positioned for homeowners as a tool to remind them to waterproof their home before the oncoming monsoon. The idea was to actually dip the book in water and with the spread ink effect, highlight the damage water does to homes. It was interestingly advertised by having the book hung from line as if to dry. | |||
| Solution | By dipping the book in water, we visually recreated the effect water has on homes. People who experienced water proofing problems immediately identified the familiar imagery and were drawn to the book. Those who hadn’t experienced waterproofing woes were scared by the design enough to go through the book for preventive measures. | |||
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