Asian paints sustainability video

Client

India's largest and Asia's third largest paints corporation, Asian Paints manufactures a wide range of paints for decorative and industrial use. With a turnover of Rs. 193.50 billion, the company operates in 15 countries with 26 manufacturing facilities across the globe and serves customers in over 60 countries.

Brief

Showcase Asian Paints' efforts in recycling plastic through an extensive video

Recycling plastic waste is an integral part of Asian Paints' CSR efforts. Through a 'Take Back Initiative,' the company ensures that plastic used for packaging and storage of paint is recycled and brought back into the process. They also closely work with rag pickers and waste collectors who form an important part of the initiative. The process is multi-layered and long drawn and had to be showcased in a detailed but crisp video. Furthermore, the client also wanted 6 one-minute videos to be cut from the main video.

The Challenge:

One of the biggest challenges of the project was the duration of the video and the scripting. The 'Take Back Initiative' is an extensive process with multiple stakeholders and is in line with government rules and regulations. Condensing all this information in one 4-minute video and create 6 small videos from the same file was a big task at hand.

Our Strategy:

The video was targeted at investors and customers of Asian Paints and was presented to the senior management at their annual meet. The video was well received and our work was highly appreciated.

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