We got India's finest mime artists and finest pianist.

A promo video that itself went viral (over 2,00,000 hits) because it was retweeted by Soha Ali Khan a celebrity in Bollywood. The promo video asked people to send in things that make them go speechless.

In real-time, we selected tweets, wrote scripts on the fly, had barely a single rehearsal and then shot the film as a dramatisation of the tweet.

Over 75 films were then uploaded on the Asian Paints channel and a link was tweeted back to the sender. With overwhelming results. We trended for two days straight.

While sales figures are a closely guarded secret with the client, we know that our activity has gone a long way in a successful launch of the brand Aspira from Asian Paints.

The communication achieved the goal of getting the message out rapidly among the target audience.

The biggest change has been that consumers now ask for Aspira instead of Royale which is a brand that took ten years for us to build. Clearly, consumers have been convinced of its superiority.