Write a short summary of what happens in the ambient or digital execution or campaign.

Our brand created a timeless brand impression and our brand of paint is no longer just a can, it is a conversation. The lids hang in front of freshly painted homes themselves delicious examples of the brand at work. Every consumer’s home was thus automatically also turned into a showcase of the brand extending beyond the usual consumer base. And of course, the connect our brand made with Indian culture was priceless.

Cultural/Context information for the jury

Our brand has repeatedly positioned itself in India as the ultimate paint coat that protects home exteriors from the elements. Though consumers are extremely aware of this, we wanted to take it to the next level and create a conversation that would reach out and connect with hearts. People use our brand to protect the exteriors of their house, so we thought we could extend the life of the product beyond its use. We got different artists from across India to create unique designs of Nazar Battus (a scary-looking face that is supposed to ward off evil) each reflecting a unique regional flavor of India.  The designs were then printed on top of the lids of our paint brand. The variety of Nazar Battus allowed consumers to choose according to their culture and put them up on the front façade of their homes. Thus, our brand created timeless impressions!