Lockdown should be opened only when the situation is brought under control: Amit Syngle, Asian Paints

Amit Syngle, Chief Operating Officer and Managing Director, Asian Paints, talk about the campaign, ‘Har Ghar Chup Chap Se Kehta Hai’ and post-COVID-19 plans among others during a candid chat with Swati Khandelwal, Zee Business.

Edited Excerpts:

Q: Asian Paints has started a relatable and beautiful campaign, ‘Har Ghar Chup Chap Se Kehta Hai’ to narrate the positive moment spent by people amid the lockdown. Tell us something about the campaign and the response that the company has received till date?

A: We have received a good response. I would like to say that the current time is unprecedented and uncertain. Thus, we thought to come up with an idea to highlight the passionate relationship that consumers share with their home. The consumer is more connected with the house when compared with the emotional energy that was spent while building the house. That’s why at this unprecedented time, we thought to do something that connects with their precious memories and moments and inculcate some happiness in their lives that is required at this moment. At the same time, we also want to pass on a message to people to stay at their homes and stay safe. So, we have tried to connect two things to provide warmth in their life by highlighting the emotion and connecting them with the moments of happiness in a realistic manner.

Q: On what all mediums are you extending this campaign?

A: Mostly, we are promoting it through the digital medium because many people have access to the digital medium. We believe that it has a strong perception and that’s why it will remain on the digital platform. Apart from this, we will also introduce the mainline, i.e. on television to pass on this message to the mass.

Q: Tell us about the message that you, as the head of the company, have passed on to your employees to deal with during this unprecedented situation and the lockdown?

A: The first message relates to their safety. We have been in continuous contact with our employees from the first day when the lockdown was implemented to make sure that each one of them is safe. We are standing with them at this hour of need and that’s why we have also launched an employee 24/7 helpline where people can reach us centrally if they require help may be a medical or some other unprecedented help. So, we have an endeavour in which our employees are safe and in good health and also offer help to their communities. This is our messaging.

Q: The on-going situation will hit the businesses. So, what are your plans to deal with its impact post-COVID?

A: We are working on many scenarios to work on - after the lockdown ends and normalcy is restored - in terms of the plans to work under such situation, to connect with the market and kind of activities that will happen at the plants among others. At the same time, we are also having eyes on our overhead and cost so that we can move ahead and face the unprecedented situations that will prop up. So, we are creating several scenarios internally and these scenarios are dependent on when the normalcy will be attained and how to go ahead during those times. There is a need to have a focus on cost, at present, and we are doing the same. But, cost at the extent of taking care of the employees, communities around and the work that we do with the government. So, we are focusing on all these subjects and feel that we will walk ahead of the scenarios that are being created internally.

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Q: What are your expectations from the government in the form of demand or request?

A: We are expecting good things from the government and feel that it has taken right steps.  Even the lockdown is beneficial for the country. The lockdown is the right mechanism to fight with this virus and situation. We are with the government and feel that all the steps the government is taking are right. That’s why we made our donation in the Prime Minister’s Care Fund so that we can walk along with them and assist it. We are expecting just one thing from the government and that is that the lockdown should be opened only when the situation is under control so that we can focus on the business completely and take the country’s economy ahead.