Madison BMB creates new TVC for Asian Paints’s Sleek

12 Jul,2019

By A Correspondent


Madison BMB has announced the release of its latest commercial for modern kitchens brand Sleek. The agency evolved the concept of the campaign, including its tagline ‘Modern Kitchens for Modern Minds’, from an extensive consumer research where respondents equated modular kitchens with openness and modernity.


Said Pragyan Kumar, Vice President, Home Improvement, Asian Paints: “At Sleek Kitchens, we strongly believe in being in sync with the times, and that design can play a vital role in supporting the demands of our new lifestyles. The ethos of ‘Modern Kitchens, Modern Minds’ drives our innovation effort, and that’s the value we bring to our consumers: well-designed kitchens that are not just beautiful, but also makes things simpler and easy to use for all. Right from the concealed step ladder that provides easy access to those difficult to reach areas, smart chimneys and other appliances that make cooking a breeze or the overall kitchen design itself, every aspect and detail is thought through to ensure you get your dream kitchen. The joys of the modern family enhanced by a modern thoughtfully designed kitchen – that’s been the essence of Sleek and this TVC.”


Added Amit Syngle, Chief Operating Officer, Asian Paints: “Asian Paints’ foray into home improvement segment has been able to help us strengthen our vision of partnering people in creating beautiful homes. The kitchen as a space has transformed from a purely functional area to a place showcased with pride. Sleek’s ability to understand each customer’s requirement and build their dream kitchens fits in well with the overall Asian Paints vision.”


Said Raj Nair, CEO and Chief Creative Officer, Madison BMB: “This is the relaunch of Sleek Kitchens, India’s most well-known Modular Kitchens brand, since becoming part of Asian Paints. The modernity in the design, the openness of the layout of the kitchen, the contemporariness in the aesthetics, the attention to detail, all thoughtfully combine to create a truly distinctive offering. Take for instance the mid-way organiser that makes for convenient stacking at arm’s length. Or indeed the extremely convenient and unobtrusive step ladder. Just a couple of ultra – thoughtful features designed to dazzle. Matched with the most modern appliances like the hobs, the exhaust, the oven, even a concealed fridge! When presented by a leader like Asian Paints, the modernity of design transfers to modernity of thought that appeals to the modern minds of today. Therefore, very simply, who says a man cannot rule a kitchen? And along the way impart a few important life lessons to his son? We look forward to the communication involving film/print/outdoor/point of sale material cooking up very positive feelings among consumers, considering the package was already a hit at the dealer launch.”



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