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Asian Paints' unveils Adhesives range with a digital campaign featuring brand ambassador, Nawazuddin Siddiqui

~ Targeted towards carpenters and contractors, Asian Paints’ 360 degree campaign on adhesive products - TruGrip and Loctite, goes  live across digital media platforms ~

Mumbai, 14 August, 2017: Have you met Vicky Contractor yet? It's time to tune in to the engaging digital film that presents Asian Paints' range of adhesives catering to carpenters and contractors. The campaign revolves around the good-natured, diligent and ambitious Vicky Contractor. With a tagline like 'Choice Tarakki Ki', the film leaves a pertinent message about making progressive choices that leaves no room for compromise when it comes to quality.

Asian Paints' unveils Adhesives range with a digital campaign featuring brand ambassador, Nawazuddin Siddiqui

Asian Paints' unveils Adhesives range with a digital campaign featuring brand ambassador, Nawazuddin Siddiqui

Asian Paints' unveils Adhesives range with a digital campaign featuring brand ambassador, Nawazuddin Siddiqui

Created by creative agency McCann, the digital film traces the journey of Vicky Contractor, portrayed by Nawazuddin Siddiqui who begins as a carpenter alongside his brother. With interesting moments and instances, it showcases how the choice of using Asian Paints Adhesives is what propels Vicky Contractor to greater heights unlike his brother who’s left behind.

While evaluating the right associations for the product, Asian Paints felt that Nawazuddin Siddiqui was the best brand ambassador for the product. He is a self-made man who connects very well to the audiences and at the same time embodies the brand values of perfection and no compromises.

 The communication stems from what the brand stands for; professionalism and great craftsmanship, both of which demand hard work and no compromise. The approach taken in the campaign is simple yet effective; to show humourously exaggerated diverse journeys of carpenters using different tools at work while the proposition speaks about going farther in life if shortcuts are avoided. Hence Vicky Contractor is created as the personification of everything Asian Paints Adhesives believes in. He’s the no-compromising smart-worker who only believes in a job well done. Anything below that standard is unacceptable. And he is given a brother by the name Ricky who brings to life the downfall that is inevitable if you’re all about shortcuts and a lackadaisical attitude. Here is the link to the digital video:

The 360 degree campaign that lands on “Choice Tarakki Ki.” leaves no stone unturned when it comes to engaging its audience. Created as an unforgettable digital film, with an eye-grabbing print and strong social media presence, it will make its presence felt across media including WhatsApp for a direct and effective reach.

Amit Syngle, President of Technology, Sales, Marketing & Home Improvement, Asian Paints Limited says, “Adhesives is a strategically important category for Asian Paints and we are committed to offering the most innovative and cutting-edge adhesives products to our consumers. The 'Choice Tarakki ki' campaign is a reflection of Asian Paints' philosophy that exemplifies highest standards of quality and performance. It imbibes a culture of great craftsmanship in carpenters and contractors to bring alive the brand’s promise. We are certain that this range will promote working diligently ‘Behind the Scenes’ to deliver exceptional finish for various décor solutions at home."

Suraja Kishore, Executive VP & GM - McCann Mumbai says, “Asian Paints is one of the most loved and admired brand, its foray into adhesives takes this legacy forward.  Designed to re-write the rules of the category by offering innovative and superior products, this campaign is rooted in the insight that a craftsman is as good as the tools and tricks he uses. Asian Paints Adhesives gives carpenters and contractors an advantage over others by facilitating not function of sticking stuff but also providing better form and finesse. The choice of Nawazuddin as the protagonist of this story is sure to have appeal amongst a large and important segment who are key user and influencers of this category.”

Asian Paints launched its range of adhesives in 2016. Asian Paints has a strategic tie-up with Henkel who are the global leaders in adhesives. Henkel provides the products marketed under the Loctite brand while Asian Paints brings in the consumer and market understanding.

The overall range comprises of Asian Paints TruGrip Ultra (an all purpose 3-in-1 wood adhesive), Masking Tapes, and the range from Henkel including Loctite Quick, Loctite Rapid, Loctite Tough & Flex Easy targeted towards a variety of applications. With the launch, India's largest paint manufacturer is offering another reason for home owners to confidently rely on carpenters and contractors who make a well thought through choice - a 'Choice tarakki ki' with adhesives from Asian Paints.


Since its foundation in 1942, Asian Paints has come a long way to become India’s largest and Asia’s fourth largest paint company, with a turnover of Rs. 158.5 billion. Asian Paints operates in 19 countries and has 26 paint manufacturing facilities in the world- servicing consumers in over 65 countries. Asian Paints has been a defining element in the landscape of colour, paint, wood finishes, retailing and décor in India.