MUMBAI: Asian Paints Ezycolour Home Solutions unveiled a new campaign to create awareness about its newly launched Green Painting Service (GPS), an eco-friendly water based paints range for all surfaces.

The campaign conceived by digital advertising agency FoxyMoron, spreads the message of living in harmony with nature and encourages people to ‘Think Different’.

To bring the message to life, the campaign was planned and executed in two phases. In the first phase, three locations in Mumbai with high visibility were shortlisted to create one-of-a-kind murals that had nature as part of the street art.

The second leg of the campaign took the offline initiative online with a film that captures the stories of the three artists and why they chose art as a way of life.

Speaking more about the campaign, Asian Paints, group brand manager- services Aupam Kumar said, “Asian Paints has been a pioneer in the paint industry in developing better and safer products for consumers. Eco-friendly and water- based paints have long been considered the future of paint technology. The day has come where this future has definitely arrived with the launch of Green Painting Service by Asian Paints Ezycolour Home Solutions.”

"For the first time, customers will get the opportunity to have water-based paints applied on all surfaces in their homes. This makes home painting a great experience and helps our customers live in harmony with nature, as well. With an aim to give back to nature, we have taken up an initiative to paint the Mumbai streets green with our products and communicate the message of migrating towards a “Green world” to everyone. This is just the beginning and we would like to do more on this front in the future.”

FoxyMoron co-founder Suveer Bajaj said, “Ezycolour Home Solutions treats each home as a piece of art, so we thought why not use that to spread the message of living in harmony with nature! Our idea was to take the message to the streets through murals that evolved and revolved around nature and then further leverage this online through a heartfelt film. The film adds another dimension to the campaign with its captivating storytelling and aesthetics. We hope that the concept of nature and art resonates with the consumers and helps Asian Paints amplify the message that all beauty comes from our planet and what we do to spread this beauty can now be given back to nature.”