Paint Wars : Asian Paints' Army Man or Nerolac Excel's Umbrella?

India is a nation run by emotions. And the most evident proof of that spills in our Indian advertisements. One look at our TVC's reveal that majority of the ads talk about how you would feel after buying their products or your social stand with it, while the rest focus on the actual utility of the same.

With Diwali around the corner, it is not surprising that the paint companies have started wooing the audience with their latest ads. Two distinct ones that caught my attention are Nerolac Excel and Asian Paints.

Nerolac Excel has the face that is difficult to forget and probably the face that has been explored by brands a bit too much. Shahrukh Khan, in this rather amusing ad, emphasises how others will have to opt for an umbrella if they do not go the Nerolac way. What really stands out for me is that desi voice going 'ambarellaaa' in a rather jolly voice, right off a raw rural track. Completely fits the plot and makes it so so relatable to the actions of the people struggling to offer that humungous protection to their houses. The slow built up of of that umbrella travelling with that utmost care does make you sit up and take notice, wondering where it all leads.

The Nerolac Excel Umbrella ad with Shahrukh Khan

Directed by - Eric Morales

Produced by - Earlyman Films

Executed by Publicis Ambience, the ad hits the selling point of the product, being protection from harsh weather. No doubt, we find the location changing from the rustic sunny streets of Jodhpur to the wet rainy lanes of Kerala. This one very much, drives the point home.

On the other hand is an army man, a dignified firm army man taking his newly married wife to see his new house, their new house. One really wants to see what unfolds when this pretty looking mushy heart enters an almost clinical house like that; the last thing you expect is that stern face to be the mushy heart in this little story. How the ad beautifully unfolds and flips its emotion in a matter of 30 seconds is commendable. And of course, it clearly uses the emotions we attach to our homes and our rooms to drive its product.

The Asian Paints Army Ad 2013

Conceptualised by Ogilvy & Mather

This Asian Paints ad does manage to gush your heart with warmth and will leave a lasting impression on most minds, women mostly. And if it is females shopping for house products or taking the last call, its easy to guess which one will win their loyalty. 'Kitne pyaar se koi apna ghar sajata hai, Harr ghar such kehta hai,' says the ad in the end. Pretty much summarises the love and care associated with homes, not houses in this brief period. Equal credit to the actors for underplaying it - expressing sparingly and thus keeping the flow of emotions tight.

So logic or love? The battle continues. Each would have its own takers we guess! The execution of Nerolac and the emotion of Asian, win it for us.

P.S: The desi background song has been penned by Ashish Khazanchi (National Creative Director, Publicis Ambience), composed and sung by Bollywood Composer Pankaj Awasthi.
The dusky actress in the Asian Paints ad is Radhika Apte, better known for her role in 'Shor in The City.'