Asian Paints Product Launch Film Script
Agency: XP&D An experiential & digital platform, Mumbai
Client: Asian Paints – An Indian multinational company in the business of manufacturing, selling and distribution of paints, coatings, home décor, bath fittings and related services.
The Brief: To announce the launch of three new product lines namely 1. Furniture 2. Lightings 3. Furnishings, to the store owners, distribution partners, dealers & end customers. The film denotes each product line’s key attributes and USPs to the viewers.
TG: Store owners, distribution partners, dealers & end customers.
My Role: Ideating on the creative communication & visual strategy as well as scripting the film
| Voice Over | Tentative Visuals |
| The swinging of grandfather’s rocking chair… | Extreme close up of a empty rocking chair fading into black |
| The comfort of malmal razai in cold winter mornings… | Extreme close up of a quilt’s texture & threads, fade to black |
| The quaint candle-light dinners during power cuts…. | Fade in with a Candle light lamp in one corner of a dark room/frame |
| Often beautiful pieces of furniture, fabric or lighting immortalise as beautiful memories. | Cut-aways of a home interior showcasing furniture, curtains, lights etc |
| For 7 decades Asian Paints has been part of many family homes through wall decals and paint… Today, we strive to be part of a home’s more intimate moments like… Weekend memories, Childhood nostalgia, Family heirlooms. | Shots of walls changing in different paint colours, textures, wall papers Blurred shots of a family hugging and smiling on a sofa, Blurred shots of child playing with a curtain, Blurred shots of a traditional lamp being set-up at home |
| However, we believe behind every beautiful home, there is… | |
| The expertise of a curator, The skillsets of artisans, The inspiration from cultures & The confluence of art. | Cut aways of interior designers with their blue prints, karigars working in factories, close-ups of Kerala deepam or Madhubani or varli painting… or any regional art and handicrafts… |
| But this wild expanse of home decor can not be tamed in a boardroom. So we set out across India… | Map of India… with an arrow traversing the entire geography of the country |
| Studying various architectural gems, Researching upon regional design motifs, Mastering the art of lights & shadows, Absorbing the expertise of craftsmen… | Close-up of catalogues of Rajasthan palaces or any historic monuments, Regional artisans weaving or embroidering or working with colourful threads Shot of a beautiful lamp casting shadows in a room |
| And finally we married our regional learnings with International aesthetics, giving rise to 3 humble labels that promise to elevate the glamour of every modern Indian home, while keeping it rooted in cultural sensibilities. | Interior books, blue prints, photographs, stationary showcasing research material Cut-aways of a home interior…. |
| Introducing the heritage of India merged with the essence of global trends, As AP Fabrics I AP Furniture I AP Lightings | The screen is divided into three windows with pictures and text AP Fabrics I AP Furniture I AP Lightings |
| “Furniture must have a personality as well as be beautiful.” – Rose Tarlow (FULL PAGE GFX) | |
| A furniture mirrors a person’s individuality, Reflects cultural influences, & Reveals unique design choices, | Slow close up shots of different kinds of furniture… modern, traditional, fusion… |
| Our new range of furniture is an expression of the modern Indian, | Shots of Indians travelling, clicking pictures, |
| Who is ever evolving, well travelled yet culturally rooted, geographically nomad yet home bound. | Passports with stamps of various countries Close-up of a woman wearing a bindi Close up of a home with contemporary furniture with Indian handicrafts |
| Extending a plethora of choices & the magic of customisation, | A couple assembling a piece of furniture, using screws and nails |
| We aim to enrich every home with bespoke furniture, that’ll make young urban Indians, spoiled for choices! So much that, when they find pieces resonating with their design aesthetics, they can exclaim “Mera waala sofa” in sheer contentment! | The couple admiring the furniture after assembling, all happy |
| Steered by the craftsmanship of local artisans in Jodhpur & Mumbai | Cut-aways of Karigars & carpenters, cutting & moulding wooden pieces |
| Conceptualized in Indo-modern finishes that is light weight & smart | Cut away of Sheesham wood logs… |
| Powered with the highest quality Sheesham wood & modern materials such as MDF, Glass, Powder coated metal, etc | Cut away of almost finished pieces in the factory |
| The new range of furniture is exuberant in taste, Youthful in style & durable in usage. | Cut away of almost finished pieces in the factory |
| “Our Karigars have been generations into this craft. Now they are also trained in the contemporary furniture styles because most times customers prefer a bit of local carvings fused with some modern styles. Quality of Sheesham wood is another very important USP of our pieces. In aesthetics & quality we are what you can say…locally global! ” – Manufacturer’s Byte | Show 5 second visuals of the person talking and then switch to more cut-away of the craftsmen and some beautiful carvings etc till the byte finishes. |
| If furniture defines the personality of a room, it is fabrics that add emotions. | |
| “Only an excellent fabric can originate an excellent fashion.” – Nino Cerruti (FULL PAGE GFX) | |
| It is said that India’s rich & diverse heritage can be | Shots of village women in Kutch, Assam etc wearing colourful sarees, |
| Witnessed in it’s regional embroideries, Experienced in the patterns of upholsteries, & relived through the age-old handlooms. | Close up of artisans embroidering, chikenkari market shots, Various floral, geometric & colourful upholstery, Handloom weavers, weaving in factories, |
| In collaboration with contemporary designers | Shots of design studios, designer sitting with design books & fabric palettes… |
| We set out on an 8 month long journey | Season/sky time lapse showcasing the change of weathers during 8 months |
| Looking for patterns in festivals, | Shots of Navratri, Onam, Ganesh Utsav or any generic festivals where people are dressed ethnically |
| Exploring vibrancy in traditions, | Shots of Navratri, Onam, or any generic festivals where people are dressed ethnically |
| Interpreting motifs in royal history | Pictures/potraits of Indian princesses with their royal clothing & royal decor |
| & decoding global fabric trends | Paris & London fashion week shots |
| To conceptualize & curate 25 catalogues as part of the AP Fabrics launch collection 2020 | Snapshot of 25 catalogues without focussing much on them |
| “The process of arriving at the 25 catalogues….” Tina Roy, Design Consultant, Textile Design from NID, Ex Head of Design, Urban Ladder | |
| The essence of this design journey is encapsulated into two flagship collections called ‘Floral Affair’ and ‘Indienne’. | Cut aways of the flagship collection, shots from the catalogues |
| “Story/inspiration behind Flagship collections” – Tina Byte 2 | |
| Besides patterns, prints, colours & shades, it’s the quality of yarn that forms the soul of fabrics. | Shots from the factory, yarn, weaving, machinery… |
| AP Fabrics are designed and crafted in India with the best-in-class European power looms from the house of GM Syntex. | Shots from the factory, yarn, weaving, machinery… |
| “GM Fabrics is one of the largest vertically integrated mills in India, producing jacquard decorative fabrics for drapery, upholstery, wide width sheers and embroidery that is used by some of the best international names in home industry. It is our vision of ‘Premium Quality Fabrics at Competitive prices’ that has won us the trust of customers across the globe.“ – GM Syntex Byte – | Weavers with colour threads, weaving, assembling etc… shots of finished fabrics, how they are stored and transported… |
| Once furniture & fabrics adorn a home, the next step is to light up its mood. | A dark room lights up revealing the decor, when a chandelior/lamp is switched on! |
| “Glamour really has to do with good lighting, doesn’t it?” – Nigella Lawson FULL PAGE GFX) | |
| The art of Lighting is such that it can transform the space & size of a room, | Cut-away of different interior spaces with different types of lighting |
| Highlight the prettier elements while conceal the unwanted corners, | A lamp that highlights only one part of the room while lets the rest of it in darkness |
| Uplift overall moods with a strong exposure or dull the ambience with dim lightings. | Bright spotlights in a studio, chandeliers in a Ball room, table lamps in bedrooms |
| A space can be made cozy, warm, elegant or exciting, with the enchantment of lighting. | Picture montages of various living spaces with shadows, shadow patterns, cast by different types of lightings |
| Countless experts & professionals have | Shots of lighting catalogues, shadows, geometric shapes |
| Deep dived into the psychology of lights & shadows | Shots of lighting catalogues, shadows, geometric shapes |
| Blending classic aesthetics with modern twist | Classic lights like Lanterns, colourful glass candle holders |
| Amalgamating the collective expertise into our new range of Lightings | Modern minimalistic lamps |
| Our collection goes on to tell the tale of three styles… | Showcase factory shots of craftsmen putting together the designs |
| The Traditional that takes inspiration from 18th & 19th century Europe; bringing flamboyance and embellished glamour to the forefront. | Showcase factory shots of craftsmen putting together the designs + books, pictures of European lightings, |
| The Modern, composed of clean and sleek design, boasting of class and quiet sophistication. | Sleek studio lamps with three legs |
| And the Transitional, a sophisticated amalgamation of the Modern and Traditional, narrating a story of elegance and class. | Bollywood chandeliers from movies such as Devdas, Saanwariya, Om Shanti Om or Bajirao Mastani. |
| “Customer demands are shifting from utility lighting to decorative lightings…today it is not just about one lamp in the living room, people are becoming experimental and based on the mood and aesthetic of a room, they go for Chandeliers, Table Lamps, Floor Lamps or Pendants. Sometimes all of the above in the same place, for the flexibility of switching ambience based on ocassions.” – Manufacturer’s Byte | Showcase factory shots of craftsmen putting together the designs |
| It is time to witness India’s home-grown decor labels | The screen is divided into 3 – the visuals are constantly re-caping and changing in all the 3 windows |
| Inspired by the past & the present | The screen is divided into 3 – the visuals are constantly re-caping and changing in all the 3 windows |
| That promise to influence the imagination of the future | The screen is divided into 3 – the visuals are constantly re-caping and changing in all the 3 windows |
| Presenting… | |
| AP Furniture – The expression of your personality AP Fabrics – The amalgamation of emotions AP Lightings – The sparkle of the heart ~~~~~ Music ~~~~~ (The product range reveal will all be the climax of the film so that it ends in a high and the surprise is intact till the end) | The 1st window will show the text ‘AP Furniture – The expression of your personality’ followed by the product range montage The 2nd window will show the text ‘AP Fabrics – The amalgamation of emotions’ followed by the product range montage The 3rd window will show the text ‘AP Lightings – The sparkle of the heart’ followed by the product range montage While the 1st window is active, the 2nd & 3rd will remain frozen and blurred. Once the content of all 3 windows is showcased, the montage go full screen and gradually recap and later fade with music. AP logo comes on screen. |
TG: Store owners, distribution partners, dealers & end customers
