Admark’s Weblog

Moustache man speaks, AGAIN for Asian Paints

Posted on: November 7, 2008

O’yes the deep voice, the tiltillating music is back. O&M has stuck again and has found gold again for Asian Paints. But this time the concept is outside in.

Lets go back to old campaign

Har ghar chup chaap se yeh kehta hai ki andar usmein kaun rehta hai?
Chhat bataati hai yeh kiska aasmaan hai.
Rang kehte hain kiska yeh jahaan hai
Kamron mein kiski kalpana jhalakti hai?
Is farsh par nange pair kiske bacche chalte hain?
Kaun chun chunke ise pyaar se sajaata hai?
Kaun is makaan mein apna ghar basaata hai?
Har ghar chup chaap se yeh kehta hai ki andar usmein kaun rehta hai?

This campaign was all about inside out and the motive was to show how the home makers decorate their homes (and not houses) . It retains the focus on the personas that live in a house and the entire script goes inside out, from the house to the external world. The whole script is about the persona and it never talks about the colours.

This campaign was all about “har ghar kuch kehta hai – andar se”. Cut back to the present –

Kaise ek makaan chupke se ghar ban jaata hai
Kyun uss ghar ka darwaza hardam khula nazar aata hai
Kyun padosi apne ghar se zyada iss ghar mein nazar aate hain
Postman bhi sirf naam dekhke chitthi le aata hai
Exams se pehle bachhon ke best friends padhne yahin kyun aate hain
Rotiyan yahaan pe kabhi ginke kyun nahin banti
Kyun Holi khelne poora mohalla yahin par jut-ta hai
Kyun Diwali ka pehla pataka yahin se choothta hai
Kyun cricket mein haarte haarte India yahin pe jeet jaata hai
Kaise yeh ghar sabki zindagi mein rang laata hai
Har ghar chup chaap se kehta hai…Ki andar ismein kaun rehta hai.

The script still retains the persona based approach and still never talks about the colour, thereby retaining the consistency in the campaign. Notice the shift from inside to outside. The lines now say why people throng to this home, and not how people inside transform the house to a home. The ad campaign also has a faceless quality, never showing any face and instead focusing on the walls. This, I think is the double whammy which is really priceless and really subtle. The absence of walls in the script is more than made up in the video. This one was all about “har ghar kuch kehta hai – baahar se”.

I just have one rant against this beauty. The TV campaign omits some of the lines and thereby curtailing the superb imagery and poetry in the script.

Kaise ek makaan chupke se ghar ban jaata hai
Kyun uss ghar ka darwaza hardam khula nazar aata hai
Rotiyan yahaan pe kabhi ginke kyun nahin banti
Kyun cricket mein haarte haarte India yahin pe jeet jaata hai
Har ghar chup chaap se kehta hai…Ki andar ismein kaun rehta hai.

The abrupt transition from the roti to cricket jars in the ears and somehow I felt something was missing in between, till I found the whole script. The older campaign script was penned by Mr. Piyush Pandey himself and this time those creative duties has been handled by Shekhar Jha.

One word about the music – the soft tiltillating piano is a pleasure for the ears.

The AV for the campaign can be seen here.

-egghead

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2 Responses to "Moustache man speaks, AGAIN for Asian Paints"

Nice…. i like the ad too… altho havent heard it that intently

I just love it! YouTube for AP ads in the last 2 decades and there’s an amazing consistency in the message! 🙂

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