Asian Paints taps Moonfolks to launch new product lineup in Indonesia

Targeting wall solutions for Indonesian homeowners, Asian Paints, Asia’s second largest and one of the world’s top eight coatings companies, has partnered with creative agency Moonfolks to launch a new product lineup called the Infinito System. This five-product range aims to address common wall issues in the market, minimising the need for frequent repaints.

Moonfolks, the agency co-founded by former M&C Saatchi Indonesia president Anish Daryani, managed Infinito System's end-to-end research, development and launch, from brand creation and packaging design to shopper marketing, communication strategies, media planning, and PR and influencer marketing.

The campaign leverages a "content to commerce" approach. It taps into Indonesia’s digitally savvy consumer via a social media strategy and influencer partnerships to drive brand awareness and conversions.

A key visual with a family of cats admiring a beautifully fixed wall. Photo: Moonfolks

"Asian Paints created the Infinito System to address consumer pain points related to frequent repainting," says Abhilasha Kannan, managing director at Asian Paints Indonesia. "This system offers a long-term solution, providing homeowners with at least five years of peace of mind. Communicating a complex system was a difficult business challenge, and Moonfolks was able to simplify every aspect of the brand for us to be able to communicate the benefits of the Infinito System effectively.”

Anish Daryani, founder and CEO of Moonfolks, states, "The coatings category in Indonesia has seen little innovation, which makes it disruptive for Asian Paints, while offering genuine value to consumers. Birthing the Infinito System, and coparenting it with the Asian Paints team has been a deeply transformative experience for both the teams."

To capture a chunk of the Indonesian home improvement market, the campaign is backed by a five-year money-back guarantee. Moonfolks designed vibrant, consumer-friendly packaging to differentiate the Infinito System from competitors.