To create awareness and excitement in parents and kids about the new ‘glow-in-the-dark’ range of paints from Asian Paints.

We introduced children’s favourite fairy tales, re-written in special glow-in-the-dark ink. These books cannot be read in broad daylight but only at bed-time. Kids can read them under the sheets and be transported to a magical world created by Asian Paints.

We distributed free books on World Children’s Book Day and got a great response. Across 13 cities, 178 homes had their walls painted with the glow paint. And we are still counting.