Tag: Asian Paints

India – To help reunite families separated in the massive crowds of Maha Kumbh 2025, Asian Paints has launched a heartfelt initiative featuring two towering installations serving as lost-and-found landmarks.

Family separation is a common challenge at large gatherings like the Maha Kumbh. Authorities have introduced measures such as digital Khoya Paya centres and helpline services to address this. Supporting these efforts, Asian Paints collaborated with ashrams to install landmarks across key areas of the Mela for those seeking lost loved ones.

Called ‘Divine Intersections,’ the initiative includes two 30-foot structures resembling paint cans at Kinnar Akhada and Ramjanam Singh Seva Samiti Ashram. Featuring images of deities Shivji and Hanumanji, these landmarks are designed to be easily recognisable in the large crowds.

Additionally, the structures are fitted with LED screens that display real-time photos of missing individuals, helping transform moments of distress into hopeful reunions.

Asian Paints also collaborated with local authorities and volunteers to help reunite separated families. Missing persons’ details were collected and promptly uploaded, aiding the search efforts.

Commenting on the initiative, Amit Syngle, MD & CEO of Asian Paints, said, “The Maha Kumbh is not just a spiritual gathering; it is a powerful reminder of the bonds that unite us. At Asian Paints, our vision extends beyond products to making meaningful contributions to society. These installations symbolised hope, safety, and the belief that the togetherness of family is what truly matters. As a brand, our motto is to bring joy to people’s lives, and this initiative definitely brought a smile to faces when people reunited with their loved ones.”

Jakarta, Indonesia – Paint company Asian Paints has tapped Moonfolks for an end-to-end integrated campaign for its ‘Infinito System’ product lineup–a comprehensive five-product range designed to fix an array of wall problems, ensuring long-lasting beauty.

Moonfolks developed the name, branding, packaging, shopper and communication materials and managed the media planning and buying. The PR campaign is also led by Moonfolks. 

In addition, the entire ‘content to commerce’ framework will ensure achieving upper and lower funnel metrics for the brand, meeting objectives of leads and conversion. This will ensure that the campaign reaches the right audience through the most effective channels, including social media for which there’s a robust content strategy. 

Regular updates and interactive content will keep the campaign vibrant and engaging on social media. Besides, the campaign involves an influencer strategy, using credible sources to drive authenticity for the value proposition of the ‘Infinito System.’

Through this collaboration, the aim is to ensure that Indonesian homes achieve long-lasting beauty, extending beyond the campaign and enduring for infinity.

The branding ‘Infinito’ itself is derived from the Italian word for infinite, with the logo incorporating the infinity symbol within the letter ‘N,’ emphasising the concept of endless beauty and durability while positioning Infinito as the central solution for maintaining beautiful walls in Indonesia.

Moreover, Moonfolks also created the packaging, digital videos, and visuals for the product lineup. Its 30-second and two 15-second videos aims to bring the brand’s belief to life in a story about the never-ending saga of repaints throughout the years, illustrating the need for a proper solution—hence the ‘Infinito System’.

Abhilasha Kannan, managing director at Asian Paints Indonesia, said, “Asian Paints understands the pain points of the consumer, around which we base all our innovations. The creation of Infinito System is no different from that perspective. The Indonesian homeowner needs to be rescued from painting woes they need to go through every year. And so we created a long-lasting solution to have perfect walls that gives homeowners peace of mind for at least 5 years. Communicating a complex system was a difficult business challenge, and Moonfolks was able to simplify every aspect of the brand for us to be able to communicate the benefits of the Infinito System effectively.”

Meanwhile, Anish Daryani, founder and CEO at Moonfolks, commented, “At Moonfolks, we believe every brand deserves a “Moonshot” – our proprietary approach to brand building. We drive commerce for brands combining brand purpose (brand identity and advertising), brand content (digital), brand experience (shopper and activation), brand reputation (PR and influencer marketing) and brand reach (media solutions and content distribution). Birthing the Infinito System, and co-parenting it with the Asian Paints team has been a deeply transformative experience for both the teams. The coatings category in Indonesia has seen little innovation, which makes it disruptive for Asian Paints, while offering genuine value to consumers.”