Encompass conceptualises Asian Paints ‘Green Painting Service’ with street art murals in Mumbai
by Isha Gakhar Marketing | October 30, 2015 | News
Encompass Events Asian Paints
On the onset of the festive season, Asian Paints unveiled ‘Green Painting Service’ with their celebrity brand ambassador, Soha Ali Khan. The launch took place on Oct. 28 at the wall opposite Shivaji Park in Mumbai, and was attended by around 50 media representatives.
GPS is by Ezycolour Home Solutions which is the professional painting service from Asian Paints which offers end-to-end solutions for all painting requirements.
The event was managed by Encompass Events that has been associated with the brand for the last 15 years. As the new launch was all about the eco-friendly, water-based paints, the brief was to raise awareness on sustainable living. Therefore, Asian Paints had tied-up with artists to create murals on popular streets incorporating surrounding trees in the artwork.
Talking about the event planning, Sneha Shenoy, Account Director, Encompass said, “The brief given to us was simple. Soha, given her long time patronage to the brand had expressed her interest in being a part of the Green Service initiative and we had to create a ceremonial media event for this art project done in the high profile area of Shivaji Park, on a sidewalk, ensuring zero logistics issues overnight!"
Talented street artists from Mumbai have created large murals on prominent streets, one of which in this case happened to be the wall opposite Shivaji Park using elements of nature and colour to communicate the message of living in harmony with nature.
The wall art was revealed by Soha and Amit Syngle, President Sales & Marketing, Asian Paints. Accompanying them was artist Prital who had created the wall art specifically for Asian Paints. After the launch, Soha and Amit spoke about the philosophy behind the brand, and its relevance in current times and in the lives of people.
Adding on the logistics, Shenoy said, “The setup was minimal keeping in mind the wall art had to be the hero. We created a makeshift curtain mechanism for a reveal moment for the art and put together a security arrangement to cause no traffic situations or inconvenience to pedestrians.”
On operational challenges, she said, “The event by its very nature was fraught with challenges. We needed to create a sort of unveil mechanism to reveal the beautiful wall art done for the initiative which had to be set up just 2 hours before the event. Given its eco-friendly nature, what we had to pull off within 2 hours, had to be minimal set up and maximum impact.”
The setup was minimal considering the wall art had to be the hero; further featuring a makeshift curtain mechanism for a reveal moment for the art by Soha Ali Khan.