Asian Paints, renowned for its ‘Har Ghar Kuch Kehta Hai’ ethos, has unveiled an innovative campaign, ‘Mera Wala Mood,’ just in time for the upcoming Festival of Lights. The campaign is set to capture the essence of Diwali, diving deep into the interplay of emotions, colours, and homes, with an interesting twist.
This heartwarming campaign revolves around the idea that festivals, while times of joy and celebration, also evoke a wide range of emotions for various reasons. This campaign celebrates the concept that our homes are more than just structures; they are living extensions of our moods and emotions. Homes provide unwavering support during the diverse emotional experiences of the festive season, and this insight comes to life through the use of face-scanning technology.
With a visit to the ‘Mera Wala Mood’ microsite and a quick scan of their facial expressions using their phone’s camera, people can instantly have their mood captured by technology. Based on their mood, a specific colour is associated with their emotion, unveiling a personalised film. Each film features a distinct home setting adorned with Diwali-themed decor elements in the colour that resonates with the viewer’s mood. For instance, a joyful expression might reveal a room bathed in festive and joyous yellow tones, accompanied by a corresponding poem.
The highlight of these films is the inclusion of unique poems, elegantly narrated by the legendary Piyush Pandey, which enhance the chosen colour and the emotion it represents. This innovative approach not only captivates the audience but also effectively conveys the profound connection between emotions, colours, and homes in a distinctive and meaningful manner.
Amit Syngle, the CEO and MD of Asian Paints, expressed that Diwali, characterised by immense joy and delightful surprises, also uncovers a range of mixed bitter-sweet emotions due to various reasons. He noted that these diverse emotions are a part of every home, turning it into a living canvas that reflects the unique essence of the individuals residing within. Syngle emphasised that this aligns with their long-standing corporate message, ‘Har Ghar Kuch Kehta Hai,’ which remains central in their Diwali campaign this year. He further conveyed that their homes narrate stories about them, their moods, and their emotions, with ‘#MeraWalaMood’ aimed at celebrating this beautiful narrative. Syngle described the campaign’s intention to evoke a warm and positive feeling among consumers, offering a series of heartfelt films and poems that leave viewers with wholesome, feel-good emotions.
Sukesh Nayak, Chief Creative Officer of Ogilvy India, added further insights, saying, “#MeraWalaMood has a simple human insight at its core – Even though festivals are happy times, due to various reasons, we experience many other moods too. And, at the end of the day, it is our homes that take care of all our moods. This insight led to an interactive idea, to make personalised ads for every mood. This vision was brought alive with a face scanner that accurately scans a face – from the squint of the eyes to the folds on the forehead, to reveal the mood. The mood is then revealed by a film that showcases the corner of a home in the colour that represents the viewer’s mood.”
This unique campaign brings together technology, emotions, and festive cheer, sure to create a memorable Diwali experience this year.
