Asian Paints Royale Atmos: Clean The Air

Asian Paints, a paint brand, promoted its anti-pollution brand of paint, Royale Atmos, in India by showing consumers live pollution scores to highlight the problem.

Campaign details

Brand: Asian Paints Royale AtmosLead Agency: Madison MediaRegion: APAC

Strategy

Objective

While indoor air pollution exists, very few people are aware about it. Asian Paints, during the launch of its brand Royale Atmos, had 2 clear goals.

  1. To create awareness about indoor pollution being 5-times more harmful than outdoor
  2. Royale-Atmos is a paint that helps absorb these indoor-pollutant.
Target Audience

Royale Atmos is a premium offering from Asian Paints, for which we have targeted more affluent audience who could afford the product. Normally the Decision maker in the family for paints is males...

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