In Indonesia’s coatings market, where innovation has been scarce, Asian Paints is breaking new ground with the launch of the Infinito System, developed in collaboration with Moonfolks. As Asia’s second-largest coatings company, Asian Paints aims to revolutionize the industry by offering a solution that allows Indonesians to paint their homes only once every five years.
The Infinito System is a comprehensive five-product range designed to address various wall issues, ensuring long-lasting beauty. The name “Infinito,” crafted by Moonfolks, is inspired by the Italian word for “infinite” and features an infinity symbol within the letter ‘N’ to convey endless beauty and durability.
Moonfolks addressed the challenge of standing out in a saturated market with innovative packaging. While competitors use standard, monotonous designs, Infinito System products boast vibrant, eye-catching packaging with straightforward names, making it easy for consumers to understand and choose the right product.
The campaign includes engaging digital content, featuring a series of videos and visuals. A 30-second main video, along with two 15-second spots, narrates the perpetual cycle of repainting, highlighting the need for the Infinito System. The key visual, depicting a family of cats admiring a beautifully maintained wall, underscores the system’s effectiveness.
Moonfolks handled all aspects of the campaign, from branding and packaging to media planning and PR. Their “Content to Commerce” strategy is designed to achieve upper and lower funnel objectives, including lead generation and conversion. The campaign leverages social media with a robust content strategy, ensuring ongoing engagement and interaction.
An influencer strategy also plays a crucial role, in enhancing the campaign’s authenticity and reach. Through this collaboration, the goal is to provide Indonesian homeowners with a long-lasting solution for maintaining beautiful walls, extending beyond the campaign’s duration.
Abhilasha Kannan, Managing Director at Asian Paints Indonesia, emphasized the company’s focus on addressing consumer pain points through innovation. “The Infinito System is a testament to our commitment to providing lasting solutions and peace of mind for homeowners.”
Anish Daryani, Founder and CEO of Moonfolks, reflected on the partnership, stating, “Our approach to brand building—combining identity, content, experience, reputation, and reach—has been transformative. Developing and launching the Infinito System with Asian Paints has been an enriching experience, pushing the boundaries of innovation in the coatings category.”