By A Correspondent

Asian Paints has launched a new digital film for its adhesives range of products. The new brand film titled ‘Screaming Furniture’, featuring Nawazuddin Siddiqui has been conceptualised by McCann India.

Speaking about the new digital film, Amit Syngle, COO, Asian Paints Limited said: “Ever since its launch, the Asian Paints Adhesives range has always stood for providing a modern and progressive choice, a Choice Tarakki Ki, to customers and applicators through its range of innovative and high-performance products. With this new film, we are aiming to strengthen this position even further, amongst the target segment. This film is a fun & engaging watch. It takes the brand message and creatively weaves in the insight that a perfect job is crucial to earning a perfect reputation in the market. And with Asian Paints Adhesives, you will always get a perfect job done!”

Added Suraja Kishore, Executive VP & GM – McCann Mumbai: “Adhesives as a category have been far too long stuck in a grimy sweaty functional space. Coming from Asian Paints, key point of difference for our adhesives is that it helps carpenters achieve not just function but also form and finesse. To bring alive this point our campaign creatively amplifies the idea that liability of not using Asian Paints Adhesives is to be remembered for a shoddy job. The insight that every time a furniture makes a creaking noise we don’t blame the adhesives we rather blame the carpenter has been cleverly amplified in an amusing manner. We are excited to rewrite the rules of the category and make Asian Paints adhesive synonymous with design and décor rather than mere functional benefit of just great bonding.”