ASIAN PAINTS ROYALE
THE WALL TAKES IT ALL
Royale is the luxury flagship brand of India's market leader in the paints category.
But marketing the fact that it was the only paint with Teflon begged a more engaged and immersive experience to make buying paint more fun.
That's how this web innovation was born.
The idea is simple–to try and spoil the wall.
And the 40 videos we shot further validated our claim of the indestructible Royale wall, as things like cups of coffee, cheesecakes, eggs, muddy shoes, light bulbs and even user suggested items.
The butler from the campaign's TV commercial was used to bring continuity, plus he would serve as a vehicle for all the quirky rejoinders when the items failed to cause any harm to the wall.
103 million litres in sales
Nearly 1 million hits on Youtube