Asian Paints: Speechless, real time on Twitter

The two-day campaign was launched with a mime video encouraging users to tweet about what made them go speechless.

Going speechless is a rare thing, especially when one is on social media. However, following its television campaign featuring brand ambassador Saif Ali Khan and Soha Ali Khan, Asian Paints Royale Aspira rolled out a digital campaign on February 3, naming it #speechless.

The two-day campaign, conceptualised by Contract Advertising, was launched with a mime video encouraging users to tweet about what made them go speechless. The users were asked to tweet using the hashtag #speechless on the @asianpaints Twitter page.

As a response generation process, the agency created mime videos out of all the user tweets on real time basis and uploaded them on the brand's YouTube page. As per records, 75 video stories were created, from close to 11,000 tweets the brand page received on Twitter.

Speaking about the idea behind the campaign, Rayomand J Patell, VP and senior creative director, Contract India, says, "The idea was pretty simple - the campaign on television was a film about how Saif gets speechless with awe on mass media. We dwelled into a real time response campaign for that. The tweet would come in and we would work to figure what to do with it and have one or two rehearsals before we put it up."