Asian Paints celebrates altruistic undertones of fatherhood


Bringing a new perspective on fatherhood, Asian Paints released a touching video on Father’s Day. The video celebrates the altruistic undertones of fatherhood by shining the spotlight on the unrecognized sides of a father’s love. Starring famous TV actress Anita Hassanandani Reddy and her husband Rohit Reddy, the video was posted as part of Asian Paints’ #MoreThanAFather campaign.

Using the pretext that a couple is bringing their newborn home home, the video unexpectedly shows the father’s thoughtful preparation to welcome not only the baby but the mother as well. To commemorate this “nayishuruwat” (new beginning), the father decorated their house to welcome the baby. He takes a head start to adorn the mother’s bedroom with Asian Paints Royale Play to create a special effect. The beautifully textured wall with photos celebrating the milestones in their relationship subtly conveys the message that the child is a new landmark in their togetherness journey.

As told in the video, every dad should appreciate the mom for bringing the new bundle of joy to his world. A loving relationship between husband and wife which is shown in the video is an assurance of a happy home for the baby. The campaign highlights the underestimated need for a harmonious husband-wife relationship for a healthy childhood.

Speaking of the campaign, KosalMalladi – Vice President, Digital West Head, Madison, “#NayiShuruwat by Asian Paints Royale Play strikes a chord with audiences. Madison and Asian Paints aims to bring out the unknown nuances of fatherhood with this film. This #MoreThanAfather video is synced with NayiShuruwat Asian Paints Royale Play kesaath. I am happy that we conveyed these emotions with such a beautiful film. I hope consumers will shower this film with a lot of love and support, as they always have in the past.

The video stands out by not talking about a father-child relationship per se and highlighting the mother-father relationship that will create a happy experience for the child. It uses the famous saying, “The best way to be a good father for your children is to be a good husband for their mother”.

Azim Lalani, COO – Brand Solutions & Convergence, Network18 Media & Investments Limited, said: “At Network 18 we have always strived to create stories relevant to brands and being a special occasion called Something That Could Do the difference. The campaign celebrates the unspeakable side of a loving father, the side who loves and pampers the mother of his child. It evokes the broader role of the father, as guardian of the child and companion of the mother. The video is dedicated to all the fathers who continue to be more than a father on a daily basis

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