Asian Paints has unveiled its groundbreaking “Budget Kam, Warranty Mein Dum” campaign, showcasing the exceptional value proposition of its Ace Exterior Emulsion and Tractor Emulsion products. This strategic initiative directly addresses the common consumer dilemma of balancing affordability with quality in home improvement projects.
The innovative product line delivers professional-grade durability at accessible price points, backed by an industry-leading four-year warranty—effectively disrupting the traditional paint market paradigm where premium performance typically commands premium pricing.
Developed by Ogilvy Mumbai’s creative team and brought to life under Shayak Roy’s direction, the campaign employs clever humor to demonstrate product resilience. The narrative follows homeowners repeatedly challenging their freshly painted walls with various durability tests, emerging victorious in every scenario.
“With Ace Exterior Emulsion and Tractor Emulsion, we have been delivering best-in-class performance, durability, and aesthetics—all at a price that fits the consumer’s budget,” explains Amit Syngle, MD and CEO of Asian Paints. “This campaign reinforces our belief that homeowners should never have to compromise between affordability and excellence.”
Sukesh Nayak, Chief Creative Officer at Ogilvy India, adds: “Our campaign creatively challenges the misconception that budget-friendly paints lack longevity by showcasing how Asian Paints delivers a cost-effective yet superior finish with a warranty that assures reliability.”
