~ Creates larger-than-life ‘Charukasera’ installation to innovatively connect with consumers and effectively showcase product performance~
~Unveils campaign to drive key product features – tough outdoor PU made with German technology~
National, March 07, 2022 – Wooden architecture and furniture is quintessential to traditional and modern Kerala homes. Exquisite ancestral wooden furniture on verandas and classic wooden paneling on doors and windows are design features that are traditional to Kerala homes, a culture passed down over generations. However, exposure to heavy rain and harsh sunlight can damage wooden properties causing cracks or colour variations to cherished pieces of furniture, ruining the beauty of the home.
To protect Kerala’s traditional wooden possessions and keep them looking fresh and vibrant for years, Asian Paints introduces Ingenio PU powered by German Technology. Ingenio is the toughest outdoor PU offering excellent outdoor protection and long lasting weather resistance. To creatively showcase the product features and its superior efficacy, Asian Paints set-up a large installation of a Charukasera – the Planter’s chair, at Kochi’s iconic Subhash Bose Park coated with Ingenio PU. The brand has also released a new campaign on Ingenio PU exclusively for the people of Kerala.
In collaboration with St+art India Foundation and with the support of Centre for Heritage and Environmental Development and Kochi Municipal Corporations, Asian Paints created a larger-than-life installation of a Charukasera in Kochi. The chair measuring 12ft x 20ft has been securely coated and protected with Ingenio PU. Charukasera is a timeless piece of furniture seen in verandas of many Kerala homes. The creation of this giant wooden chair in an outdoor location and exposing it to different weather conditions was an innovative way for Asian Paints to truly demonstrate the efficacy of Ingenio PU. It also gave the brand a unique way to directly engage with the people of Kerala and build their trust towards Ingenio’s product performance.
Speaking on the launch, Amit Sygle, MD & CEO, Asian Paints Ltd. said, “Asian Paints has always been at the forefront of not only beautifying homes, but also protecting the beauty of different elements of the home. Kerala homes are abundant in beautiful outdoor wooden accents & décor that represent the ethos of Kerala culture. Ingenio PU has been specially formulated to provide tough outdoor protection to wooden surfaces and furniture with long-lasting protection. The creative Charukasera installation will stand the test of time demonstrating guaranteed proof of performance of Ingenio PU in tough weather conditions. Additionally, being symbolic to the culture, we feel the people of Kerala will appreciate the installation while also getting to cherish this meaningful and magnificent piece of art for years to come.”
The new campaign for Ingenio PU released exclusively for Kerala features popular Malayalam actor, Sunny. He is seen playing a tough all-rounder who can withstand any situation without breaking a sweat. While he is physically tough and possess a tough personality, he lacks in toughness in one area – the exterior wood finish of his home. He feels helpless on seeing the damaged wooden exteriors caused by exposure to Kerala’s incessant rain and sunlight. This is where Asian Paints’ expertise manifests. With the help of Ingenio PU made with German technology, he’s able to protect the wooden exteriors of his home thus sustain the long lasting legacy of his culture, which toughens him up once again. Just as the tagline goes, he is as tough as Ingenio PU – Made Tough, Made for Kerala. Tough Outdoor PU.
Watch the video to Asian Paints unique Charukasera installation in the link below:
YouTbe link – https://www.youtube.com/watch?v=sqVAogUou48
Watch the new TVC of Asian Paints Ingenio PU in the link below:
YouTube link – https://www.youtube.com/watch?v=gvExQDIwoVQ
