Creative Execution

Implementation Delhi witnessed the first edition in Jan-Feb, 2014 when urban villages like Shahpur Jat and Hauz Khas Village became the focal point of the growing street art scene in the capital. The festival continued with its next edition aiming at creating more significant iconic landmarks in various cities across India. Timeline Started in 2016 with Delhi, the campaign turned into an IP with Asian Paints then taking it to other various cities including Mumbai, Pune, Hyderabad, Banglore, and the most recent Shillong, Kolkatta, Nagaland, as well as Delhi. Placement Using social media, through short films, typo videos, and canvases we documented the journey of turning walls to masterpieces. Documenting heart-warming stories behind those walls, we shared them across so that people could understand the importance of art in their lives. Scale The campaign was done on a national scale as people across could donate walls in their neighbourhood.

Reach The campaign garnered over: Impressions: 80 million Engagements: 3,47,886 Entries: 500 Shares: 9000 Sales The campaign was not primarily done to drive sales, but to build a recall for the brand. Through the campaign, we also wanted to highlight Asian Paints as a brand that helped the project of beautifying cities turn this into a reality! Achievement against business targets People don’t usually have the time to beautify their homes/walls and don’t give art the importance it deserves. In their actively engaged lives, people forget to concentrate on art which can bring about a positive change in their lifestyle. Hence, the concept came to live with the idea that people will take out some time from their fast pacing life to appreciate art.

Data gathering We created a microsite and devised an easy mechanism for people to donate walls. All they had to do was go on the microsite, enter details, and upload photo of the wall they wanted to donate.The team then rigorously scanned and reviewed, and chose walls that told an emotion so strong that artist couldn’t resist to paint it on walls. Target audience Anyone who had a story to tell, could donate. Relevance to platform Digital marketing is part of this larger than life network, which contributes to influencing and impacting people's lifestyle. And hence, we took a digital route to interact with the audience. Approach Started on digital, the campaign soon started garnering responses so overwhelming that we decided to not rest paint brushes anytime soon. The campaign went from online to offline, with artists interacting with people to understand the story that will reflect on the wall.