Asian Paints showcases ‘Ultima Protek’ in Kochi

Asian Paints, one of the OOH loyalist brands, defines its Apex Ultima Protek i.e. durable exterior emulsion painting system through an innovative 1-month OOH campaign. In association with MOMS Outdoor Media Solutions, the brand has opted for eye-catching displays on Kochi Metro Rail pillars. The campaign has also been deployed at crucial locations in the city, such as at the airport and Marine Drive walk, a popular hangout.

The pillar branding has been done with innovative storytelling wherein each pillar display explains a different painting procedure – from applying the first coat of paint to the top coat. Moreover, to accelerate the communication effectiveness, an innovation has been designed on pillars whereby acrylic cutouts have been placed at the top of the media.

Not only the ideation, but the execution part of the campaign was challenging for the agency as they had to pick pillars which are round from the base as there were pillars with square base as well. To install the innovation, the agency had to go the extra mile to convince the local authority and the media vendor to allow the innovation as the backlit boxes had to be removed from the metro pillars so as to install the creative in the limited available area.