Asian Paints uses mime videos to extend ‘speechless’ to social media

Following its television campaign featuring brand ambassador Saif Ali Khan, Asian Paints Royale Aspira rolled out a digital leg of the campaign on 3 February 2014.

The two-day campaign conceptualised by Contract Advertising featured a mime video, encouraging users to tweet using #speechless to @asianpaints what made them speechless. Mime videos based on the best tweets were created and uploaded in real time. Seventy five video stories were created, from close to 11,000 tweets the brand received.

Rayomand J Patell, VP and senior creative director, Contract India, said, “The #Speechless trended number one in India for two days in a row. It beat stories like #MyManifesto (Narendra Modi) and Philip Seymour Hoffman. The idea was pretty simple – the campaign on air (television) was a film with Saif about how he gets speechless with awe on mass media. We dwelled into a real time response campaign for that. The tweet would come in and we would work to figure what to do with it and have one or two rehearsals before we would put it up. Asian Paints did not want to not talk about the paint but how it leaves one speechless. Speechless moments were in terms of emotion, beauty etc.”

The campaign was run online on 3 and 4 February 2014. Here are some of the tweet-based mime videos created:

Old friends are forever, met my childhood friend on a flight

Getting the perfect shot of the tiger

Credits

Client: Asian Paints
Agency: Contract Advertising

Creative

VP and senior creative director: Rayomand Patell
Creative supervisors: Amol Bhanse, Piyush Rupavatia
Copywriter: Binita Shah
Visualiser: Hemali Dave
Account management
VP: Ramiya Nambiar
Group account director: Mansi Vora
Group account manager: Sheetanshu Mishra
Senior account executive: Rashmi Gupte
Account executive: Vinid Kumar

iContract

SVP and digital head: Prashant Challapalli
Copywriter: Anshul Tibrewala

Production house: Supari Studios
Music director and live score: Kaizad Gherda
Director: Akshat Gupt
Executive producer: Advait Gupt
Director of Photography: Siddharth Vasani