Situation:

Asian Paints, India's largest paint manufacturer company, has been adding vibrant colours to homes and spaces since 1942. However, they didn't want art to confine to just homes or closed spaces. And that is when the idea of #DonateAWall took shape.

Brief:

Through this campaign, we wanted to deliver a touch of art to not only a few but to the entire country, with an aim to make it a better place to live in. And hence, through a microsite, they invited people to donate walls that they could paint and turn into masterpieces. This then became as IP, with people inviting Asian Paints to beautify their cities

Objectives:

With an aim to beautify cities, Asian Paints used their core products – Paints, to create masterpieces and attract attention of people towards art. The idea being to paint the cultural confluence and bring alive the stories behind the walls.

Implementation

Delhi witnessed the first edition in Jan-Feb, 2014 when urban villages like Shahpur Jat and Hauz Khas Village became the focal point of the growing street art scene in the capital. The festival continued with its next edition aiming at creating more significant iconic landmarks in various cities across India.

Timeline

Started in 2016 with Delhi, the campaign turned into an IP with Asian Paints then taking it to other various cities including Mumbai, Pune, Hyderabad, Banglore, and the most recent Shillong, Kolkatta, Nagaland, as well as Delhi.

Placement

Using social media, through short films, typo videos, and canvases we documented the journey of turning walls to masterpieces. Documenting heart-warming stories behind those walls, we shared them across so that people could understand the importance of art in their lives.

Scale

The campaign was done on a national scale as people across could donate walls in their neighbourhood.