Background

Asian Paints launched INFINITO in Indonesia to address common wall problems, from aesthetic damage to long-term wear. Unlike typical paint products, INFINITO offers dual benefits: beautifying walls while providing lasting protection, backed by a 5-year money-back guarantee. The campaign aimed to showcase this innovation and differentiate INFINITO in a competitive market.

Challenge

Asian Paints needed to break away from the usual focus on color and emphasize INFINITO’s functional benefits. The challenge was to engage a broad audience and communicate how INFINITO resolves wall issues while ensuring deep consumer and trade

Creative Solution

To position INFINITO as the ultimate wall solution, Asian Paints employed a creative, multi- channel strategy:

• Digital Film: A visually engaging digital film highlighted how INFINITO transforms homes and solves wall issues, using storytelling to blend aesthetics with functionality.

• Digital Activation: Interactive content, including quizzes and polls, educated consumers about wall problems and promoted INFINITO’s long-term protection.

• Influencer Marketing: Partnerships with designers and lifestyle influencers lent credibility and inspired their audiences to trust INFINITO for both beauty and protection.

• In-Store Experiences: Product demos and consultations in retail outlets allowed consumers to experience INFINITO’s benefits firsthand.

• Trade Marketing: A strong dealer program offered incentives and training, positioning INFINITO as a premium product with a unique 5-year guarantee.

 Impact

The campaign delivered impressive results:

• 1.7% click-through rate on Meta content, surpassing industry benchmarks.

• +70,000 organic monthly reach from digital activations and influencer content.

• 1.2 billion media impressions, including coverage in top home and architecture outlets.