Agency: Olgivy & Marther Client: Asian Paints

Introduction: Olgivy & Mather

Ogilvy & Mather is an international advertising, public relations and marketing agency established in 1948. This New-York based firm operates in 125 countries across the world, with its Indian operation centreOgilvy Advertisingin Mumbai. Ogilvy & Mather is the creative team behind Indias most successful and renowned brands such as Hutch (Vodafone), Cadbury, Asian Paints and Fevicol. The O&M network offers services to countless Fortune Global 500 companies across the world. Ogilvy Advertising continues to remain Indias number one advertising agency.

Analysis Asian Paints Ultima Ads by Olgivy & Mather

Apex Ultima Ad in Year 2009: Faded Memories

This ad was launched in year 2009 shows two old couples talking about their son when he was young. In the background stands a yellow house painted with apex ultima which has not faded and has retained its colour even after so many years. This ad tries to create an emotional bond with people by talking about the old memories which some time fade with time as people used to foget exact incidents.The ad say apex ultima color will not fade even after long duration of time and even offers a 7 years of apex ultima challenge to convince the cunsomer . Memories will fade but not the walls painted by apex ultima.

Apex Ultima Ad Year 2010: Magic Ad

The Apex Ultima ad has been targeted at the high end consumer. The communication focuses on the color stay property of the brand through an engaging ad. The new ad for Apex Ultima paints from Asian Paints tries to establish the long-lasting property of the product. It shows a magician trying to make a castle disappear. He performs the trick, but the castle still seems to be standing. Thats when he touches a wall, only to realize that while the paint remains, the walls have actually disappeared. The ad is though conceptually very strong and grand but is not convincing enough as it lacks the mass appeal. It was only a competitive streak of I will get it before you can get it in me that forced me to crack the idea embedded in the spot that when the building disappeared, only the paint stays. Wow. There is so much chaos around the magic that the girl who gives the key clue to us, Hey, its just the paint!, is lost. Moreover when magician is shown worried that his magic trick has failed and later he wipes the sweat over his forehead, it gives a negative vibe. The shot where the magician pokes into the paint is too desperate. It just looks like a big-budget film altogether. Overall the ad is grand and tries to convey the magical quality of long lasting and durable paint.

Apex Ultima ad in Year 2011: Reincarnation Ad (Yellow Bird Campaign)

Asian Paints uses reincarnation to depict obsessive desire. Asian Paints has unveiled a this new campaign for its brand Apex Ultima Exterior Paint to depict people's obsessive desire to stake a claim for a house painted with it.

Reincarnation is something that most Indians across geographies believe in and have grown up listening to. The commercial uses the same thought to convey the longevity of the exterior paint along with depicting what people are capable of going to stake a claim for a house that has become an object of obsessive desire. The commercial starts by potraying two houses one using Asian Paints ultima And other using any normal paint. The house painted in Ultima is of Mr. Gupta, while his neighbour Amar Babu has a normal painted house. This makes Amar Babu feel inferior n keep on staring at guptas house, n keep feeling jealous forever. The commercial ends with death of Amar Babu, with an unfulfilled desire of wanting to stay in house which is always presentable for years to go haven been with Apex Ultima. After his death Amar Babu reincarnates into a cute yellow bird which perches in Guptas house then, depicting the fulfillment of Amar Babus lifelong dream and the ad says

The Ad completely justifies its tag line Chahte Reh Jaoge. Commercial tries to portray, that houses painted with Apex Ultima appeal people to such an extent that the desire doesnt finish even if the person dies. The Commercial appropriately defines the target consumers as SEC A and even SEC B to a sizeable extent This Commercial creates a Brand Recall for the brand among all other running Brands. One noticeable reason is that the TVC manages to gather a brand recall even without the presence of any Brand Ambassador.