On this page
Our read
Asian Paints is likely to extend Gattu and the anime look to other festive campaigns if Kolkata responds.
For operators
Asian Paints used its first anime-style Durga Pujo film, made by Ogilvy North and bringing back mascot Gattu, to court younger Kolkata shoppers, so paint and home-decor retailers there can expect festive-season interest to be pitched at that group.
Watch
Gattu appearing in dealer or social activations beyond the film before Durga Pujo ends would mean the revival is a full push rival paint brands must answer in Kolkata.
The report: Asian Paints brings back Gattu in its first anime-inspired Durga Pujo film for Sharad Shamman
Asian Paints made the film for Asian Paints Sharad Shamman, a platform running for over forty years, to reach younger audiences in Kolkata. Ogilvy North created it, with Gattu following young friends as they build their para's pandal.
- Asian Paints Sharad Shamman, running
- over forty years
One email each morning: the day’s top moves in Indian retail, why each matters and what to watch. Free. Stop any time.
Why it matters for the brand
This is a creative refresh by Asian Paints and Ogilvy North with no deal, partnership or capability-gap implication, so there is nothing actionable for corporate development beyond noting the brand's push for younger audiences.
What to track next
- Views and shares of the film among younger Kolkata audiences versus past Sharad Shamman films
- Rival paint brands launching Pujo-linked campaigns or youth-skewed creative
- Anime-style or Gattu creative in Asian Paints' Diwali or other regional campaigns
- Social reaction from long-time Sharad Shamman followers to the anime treatment
Likely next moves
Our read of what comes next — analysis, not reported by the source.
- Asian Paints is likely to cut the film into shorter digital and social edits aimed at younger Kolkata viewers during Durga Pujo.
- Expect Asian Paints to use Gattu in dealer, pandal and Sharad Shamman activations, not only in the film.
- Rival paint brands may answer with their own festive creative or Pujo-linked activity in Kolkata to avoid losing share of voice.
- Ogilvy North is likely to be kept on the Asian Paints festive brief if the anime film earns strong recall and shares.
- Asian Paints will more likely than not reuse the anime style in other regional festive campaigns if the Pujo response is positive.
The source
First seen