Modular kitchens emblem Sleek, from the house of Asian Paints, has launched a marketing campaign with the tagline ‘Modern Kitchens for Modern Minds.’ It is the first advertising marketing campaign for the logo because becoming par wast of the Asian Paints circle of relatives.
Madison BMB from Madison World has advanced the idea of the campaign from in-depth client research wherein respondents equated modular kitchens with openness and modernity. Sleek Kitchens convey an excessive degree of sophistication and functionality to areas making them extra efficient and current. Products like the pull-out organizer and the step-ladder that match in a fragment of the distance a small stool could otherwise occupy, make it less complicated to attain objects saved at a higher degree.
The TVC is a slice from the normal life of a current couple. The story takes place in a Sleek urban kitchen in the domestic of a progressive couple. The father-son duo is seen navigating and working within the kitchen simply and finesse, indicating that it isn’t their first time in the kitchen.
The father breezes through kitchen responsibilities while additionally coaching his son now not simplest kitchen capabilities; however, additionally valuable life lessons thru them. This is their very own satisfactory time within the absence of his spouse at domestic. The spouse returns home to peer her son, assisting his dad set the table with a sparkling meal. The son, on seeing his mom back from paintings inside the doorway, right away proceeds to take her bag – a gesture of assist that nobody taught him in line with se, but something he has discovered along with the manner.
Pragyan Kumar, Vice-President, Home Improvement, Asian Paints Ltd., says, “At Sleek Kitchens, we strongly believe in being in sync with the times, and that layout can play an important role in assisting the demands of our new lifestyles. The ethos of ‘Modern Kitchens, Modern Minds’ drives our innovation effort, and that’s the fee we carry to our clients: nicely-designed kitchens that aren’t just lovely, however additionally make matters easier and smooth to use for all. Right from the concealed step ladder that offers easy get admission to to the ones difficult to attain regions, smart chimneys and different appliances that make cooking a breeze or the overall kitchen layout itself, each thing and element is thought thru to make sure you get your dream kitchen. The joys of the modern family greater by a present-day thoughtfully designed kitchen – that’s been the essence of Sleek and this TVC.”
Amit Syngle, Chief Operating Officer, Asian Paints Ltd., says, “Asian Paints’ foray into domestic improvement phase has been capable of assisting us to toughen our imaginative and prescient of partnering humans in creating lovely houses. The kitchen as a space has converted from a functional place to a place showcased with delight. Sleek’s capacity to understand each purchaser’s requirement and construct their dream kitchens suits in properly with the overall Asian Paints imaginative and prescient.”
Raj Nair, the CEO and Chief Creative Officer, Madison BMB, says, “This is the relaunch of Sleek Kitchens, India’s most well-known Modular Kitchens emblem, on account that turning into a part of Asian Paints. The modernity inside the design, the openness of the layout of the kitchen, the contemporariness inside the aesthetics, the attention to detail, all thoughtfully integrate to create an exceptional offering. Take as an example; the mid-manner organizer that makes for handy stacking at arm’s period. Or indeed the extremely convenient and unobtrusive step ladder. Just a couple of ultra-thoughtful capabilities designed to dazzle and matched with the most present-day appliances like the hobs, the exhaust, the oven, even a concealed refrigerator! When supplied via a frontrunner like Asian Paints, the modernity of layout transfers to modernity of notion that appeals to the modern minds of nowadays. Therefore, very certainly, who says a person cannot rule a kitchen? And alongside the manner impart a few vital life lessons to his son?
We look forward to the conversation concerning movie/print/outside/point of sale fabric cooking up very positive emotions among clients, thinking about the package deal changed into already a success at the provider launch.”
Kim Solomon, COO, Madison BMB, says, “To create a verbal exchange for Sleek, we had a preference to do the most obvious – complicated showcasing of the product most effective or to additionally pass a few steps ahead and create exciting storytelling as well. In this point in time, it is also essential for the brand to have a larger point of view and express it. This is the stance of a real leader. What resulted is something that makes us simply proud of paintings for the Brand.”

Pros:
The excellent desire for a regular medium sized kitchen.
If laid out nicely, this is an incredibly green kitchen to prepare dinner in.
If the area lets in an island or peninsula can upload additional storage and function.
Cons:
Household visitors can interfere with a work triangle.
Reduce site visitors with the aid of placing the fridge on the cease of one leg of the L shape.
Microwave/hood combination is a most efficient use of area but no longer wonderful for max ventilation.

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