KOLKATA: Paint category leader Asian Paints has joined hands with premium online streaming platform Disney+ Hotstar’s dance reality show Home Dancer for a consumer engagement innovation. Through Home Dancer, an online dance competition, Disney+ Hotstar offered dance lovers a unique chance to showcase their moves from the comfort of their homes where each week, participants chose a track on the app and uploaded a video on the microsite. This way, they continued to pursue their passion for dance notwithstanding the lockdown in India.
Asian Paints recently introduced its ‘Safe Painting’ services that aims to provide consumers with a safe painting environment and hassle-free, faster and professional experience. Consumers can now make their cherished space – home – an even more wonderful space as they stay indoors, maintaining social distancing during the current pandemic.
Home Dancer is a unique show, where participants shot their dance videos in their favourite, most important corners of their homes. The show and the ‘Safe Painting’ solutions are never-seen-before innovations born as a necessity of the onset of social distancing. Asian Paints thus saw this as an opportunity to partner with the series via an impactful in-show integration.
Speaking about the campaign, Madison Media chief digital officer Vishal Chinchankar said, “Our strategy was to build awareness about the safety measures of Asian Paints’ new Safe Painting service. Impact properties played a vital in this launch and helped build strong association and create consideration amongst consumers Most of the networks are unable to air any fresh content due to the pandemic, with Disney+ Hotstar’s Home Dancer being one exception. The show and Safe Painting focus strongly on indoors, making the torrid times of social distancing bearable for consumers with uninterrupted service. We believe the synergies matched perfectly for an effective in-show integration that communicates to millions.”
Speaking about the integration, Star and Disney India Ad Sales head Nitin Bawankule said, “With Home Dancer, Disney+ Hotstar has democratised content for viewers in this unprecedented time of social distancing. Asian Paints has empowered consumers by letting them optimize time and get their homes repainted, aligning all social distancing and safety norms. The collaboration of these two brands for this innovation seemed absolutely natural and points to the evolution of marketing hereon.”
The integration played out in Home Dancer’s episode 8, themed around ‘weddings, shows the conversation between the host Karan Wahi and his mother wherein she suggests Karan to give Asian Paints’ ‘Safe Painting’ service a try. The latter part of the episode highlights the quick service from Asian Paints as Karan receives a call from an Asian Paints executive, explaining all the strict safety, hygiene and social distancing measures employed by painters within the ‘Safe Painting’ service. Getting excited about the new initiative, Karan asks the audience to try out the service and signs off informing them about the missed call number.
