EzyCR8: Any Body Can DIY

01 / The business problem

Asian Paints EzyCR8 offered a simpler way to complete small painting and upcycling projects. Its aerosol format could be used across wood, metal, glass and walls without brushes or professional help. The challenge was not only introducing a new product. People also needed to feel confident using it themselves. In tier-1 cities, the campaign had to make DIY feel creative and convenient. In tier-2 cities, where skilled help for smaller jobs could be harder to find, it needed to demonstrate EzyCR8 as a practical alternative.

02 / The way in

Any Body Can DIY turned the product’s ease of use into an invitation for anyone to create, repair or refresh something themselves. Each part of the campaign addressed a different barrier. Film built confidence, social content demonstrated how the product worked, regional communication built familiarity and school workshops introduced children and teachers to the possibilities of DIY.

03 / What we did

The campaign came to life across film, social media, regional communication and schools. Film followed relatable people as they moved from hesitation to the satisfaction of completing a project themselves. Social content used tutorials and project ideas to demonstrate how EzyCR8 worked across different surfaces. Tier-1 communication focused on creativity, convenience and digital discovery, while tier-2 communication used regional-language content and local influencers to build familiarity and trust. Crafty Minds extended the idea into schools across Delhi and Mumbai through DIY kits and hands-on workshops. Children used EzyCR8 to create their own projects, while feedback was gathered from students and teachers. My role covered developing the audience insight and strategic approach, shaping the Any Body Can DIY platform, guiding the digital-video direction, creating the tutorial-led social framework, developing distinct approaches for tier-1 and tier-2 audiences, and planning regional influencer participation.