MAM
Asian Paints brushes off worries with a campaign that’s a stroke of genius
MUMBAI: When it comes to painting their dream homes, Indian homeowners often find themselves in a tight spot juggling budgets while hoping for quality that lasts. Asian Paints is stepping in with a game-changing proposition through its latest campaign, Budget Kam, Warranty Mein Dum, spotlighting its ace exterior emulsion and tractor emulsion. These paints don’t just coat walls, they promise long-lasting beauty and durability, backed by a four-year warranty.
Conceptualised by Ogilvy Mumbai and directed by Shayak Roy, the campaign brings a light-hearted, humorous take on consumer confidence. The TVC follows homeowners who repeatedly bet on their walls’ resilience and win every time, proving that with Asian Paints, there’s no need for compromise. The film cleverly underlines the brand’s core promise high-quality, long-lasting finishes at a pocket-friendly price.
Commenting on the launch, Asian Paints MD and CEO Amit Syngle said, “At Asian Paints, we are committed to making quality offerings and innovation accessible to every homeowner. With Ace Exterior Emulsion and Tractor Emulsion, we have been delivering best in class performance, durability, and aesthetics all at a price that fits the consumer’s budget. This campaign reinforces our belief that homeowners should never have to compromise between affordability and excellence and reflects our ongoing effort to lead the market by anticipating and addressing evolving consumer needs. This value-offering has an unbeatable four-year warranty that fortifies our promise of unmatched quality to the end consumers”
Ogilvy India chief creative officer Sukesh Nayak added, “Consumers often assume that budget-friendly paints may not offer long-term durability. However, Asian Paints Ace and Tractor Emulsions break this misconception by delivering a cost-effective yet superior finish with a warranty that assures reliability. Our campaign creatively highlights this proposition in an engaging and relatable way.”
With these propositions, Asian Paints further strengthens its leadership position in the category. Ace and Tractor Emulsions are trusted by homeowners for consistently delivering beautiful, durable finishes for both interior and exterior walls, setting highest standards for value and reliability. Designed to protect and enhance every home, they offer the perfect blend of affordability, performance, and aesthetic appeal, making them a preferred choice for value-conscious consumers.
With ace and tractor emulsions, Asian Paints continues to lead the market with its unbeatable blend of affordability and quality. Designed for both interiors and exteriors, these emulsions offer a superior finish, weather resistance, and long-term reliability.
As homeowners look for cost-effective yet high-quality solutions, Asian Paints ensures they no longer have to choose between budget and brilliance because with this campaign, it’s clear that every home deserves the best, without breaking the bank.
Brands
Hemlata Sharma joins ONEOTT Broadband as chief business officer
Former Zee Media distribution head to steer growth, partnerships and strategy
MUMBAI: Hemlata Sharma has joined ONEOTT Broadband as chief business officer, bringing with her more than three decades of experience across television, telecom and media distribution.
Sharma most recently served as head distribution, research & CRM at Zee Media Corporation Limited, where she worked closely with editorial and senior management while overseeing distribution, consumer research and customer relationships for 14 news channels including Zee News, WION, Zee Hindustan and Zee Business, along with ten regional state channels.
In that role, she led nationwide distribution across platforms such as DTH, Hits, IPTV, cable networks and DD Free Dish. She also drove consumer research and strategic insights on a pan India scale, analysing content performance, anchor impact, programme slots and audience behaviour to guide editorial decisions and programming strategy.
Her portfolio also included managing one of the largest alliances with Zee Entertainment Enterprises Limited and overseeing the global distribution monitoring of Wion across North America, Mena, Europe, Africa, APAC and Australia.
Earlier, Sharma briefly served as head sales and distribution at Triplecom Media Pvt Ltd, an engagement driven OTT platform bringing together content, gaming, music and advertising for the entertainment distribution ecosystem.
Her earlier career includes a senior vice president stint at Ten Sports Network, where she played a key role in relaunching the sports broadcaster as an independent bouquet comprising Ten Sports, Ten Cricket, Ten Action and Ten Golf following the Zee takeover. During this period, she moved from vp west to head strategy for cable and dth and later national head retail distribution, helping build the network’s retail distribution vertical across India and launching dedicated golf and football channels.
Before that, Sharma spent over six years at Bharti Airtel as general manager operations for Madhya Pradesh and Chhattisgarh. She initially led marketing and corporate communications before moving into sales leadership, where voice sales grew by 86 per cent and revenues by 96 per cent. She later headed business operations, expanding annual business volumes to Rs 100 crore while significantly reducing operational costs.
Sharma began her long association with the media distribution ecosystem at Zee Entertainment Enterprises Limited as regional head sales and distribution for central India. During that period, she played a role in the early rollout of pay television channels including Zee Cinema, HBO, Nickelodeon and Cartoon Network, while also contributing to the launch of Siti Cable in key central Indian cities.
With her new role at ONEOTT Broadband, Sharma is expected to focus on strengthening business strategy, expanding partnerships and driving growth across the company’s broadband and digital distribution ecosystem.
