TVC Review – Berger Paints & Asian Paints
Dashain is just around the corner and it is that time of the year when brands surface their marketing campaigns to lure consumers into buying their products. This festive period marks an increase in consumer spending throughout Nepal. Despite surging prices, the country’s populace will surely not hesitate to make generous expenditures.
As a festival that embodies the colors red (tika), green (jamara), yellow (sayapatri) and blue (clear blue sky), many people opt to give a vibrant makeover to their houses during Dashain. Hence, paint brands have a window of opportunity to resonate with consumers via marketing campaigns. This year, two competing giants of the Nepalese paint industry – Asian Paints and Berger Paints, have flashed their TVC campaigns. Who has done it better?
Berger Paints
Berger Paints’ Dashain campaign for this year boasts a symbolic TVC. The ad looks to transcend gender bias by breaking the societal association of colors. Red and blue are traditionally linked with female and male counterparts, respectively, in several parts of the world. The siblings in the ad are shown to choose orthodox colors as kids who later swap them as adults while choosing their rooms. Moreover, the convention-defying nature of the ad is a great strategy to draw in Millennials who are largely known to possess contrasting views on traditional biases.
Subodh Thapa from Beanstalk Asia Nepal, the agency behind the ad, also states that the colors red and blue intertwine with the national flag of Nepal to represent Berger Paints as a brand of Nepal. However, the slogan ‘Nepal Ko Rang, Berger Ko Sang’ is unfitting for his statement. The word ‘Sang’ resonates more with the neighboring Hindi language.
Asian Paints
On the other hand, Asian Paints’ Dashain campaign has followed a traditional TVC model. While the ad lacks the profound touch that Berger Paints has, it uses humorous content to foster a connection with viewers. The events shown in the ad might be unrealistic, but Nepali audiences have historically made sense of funny and slice-of-life content in TVCs. Traffic jams and people twisting their necks is highly unlikely solely because of the brand’s paints, but the ad will hammer the name Asian Paints in audiences’ minds.
Conclusion
Based on the production value, both the TVCs have presented fine cinematography, drama and narration work. However, Asian Paints has the upper hand against Berger Paints because we, at BrandGuff, believe that the Nepalese audience will connect more with the former’s TVC. Berger Paints using the word ‘Sang’ instead of ‘Sanga’ can dissuade Nepali consumers owing to patriotic notions and the tension that persists across borders.
