MUMBAI – To promote the annual new range of wall texture variants under the NEU series, Asian Paints Royale Play and FoxyMoron launched #MakeRoomforTheNEU, a campaign that aims to connect with the modern women.
“The Royale Play woman is not someone who is ready to settle for the ordinary. She wants to evolve and would like everything around her to evolve so much so that she’ll willingly give up things that are no longer a part of her ever evolving persona and hence we conceived the idea of #MakeRoomForTheNEU,” said Suveer Bajaj, Co-founder, FoxyMoron.
Royale Play describes the 21st century woman as dynamic, independent, a lifestyle surfer at heart and a constant absorber of inspiration and inculcates this in her life and living space. So, for this campaign, FoxyMoron compiled inspiring stories of modern women including Neenu Kewlani, the first ever Miss Wheelchair India; Neha Arya Sethi, a banker turned baker and owner of Sweetish House Mafia, and also the founder, publisher, and editor of White Print–India’s first English lifestyle magazine in Braille.
“The only thing constant in décor is change and Royale Play promises to evolve dynamically and bring out innovative wall textures year on year to empower it’s consumer to keep up with this ever changing scenario,” said Amit Syngle, President (Sales Marketing and Technology), Asian Paints Ltd.
“Royale play salutes few remarkable women who kept pushing the envelope and brought about the change they wanted to see, in the videos released as a part of the NEU campaign. They are indeed making the world a beautiful place to stay in,” he added.
As part of the campaign, Royale Play is also hosting various contests across all social media platforms, asking people to share their stories of how they have made room for something ‘NEU’. The contest winners stand a chance to win various gift vouchers and discounts, as well as a makeover for their walls.
