Asian Paints and Moonfolks create Infinito series

Homeowners in Indonesia have never had it easy when it comes to maintaining their walls. Stains, cracks, and leaks tend to happen ever-so-often that they are loathed to paint their walls every single year, adding to expenses and inconvenience of painting your home while living in it. Quick fixes don’t address the root causes. Additionally, the belief that 3-in-1 products can solve all wall problems is inaccurate and only delays proper solutions. People need to fix it right.

Seeing this as an opportunity, Asian Paints, Asia’s 2nd largest and the world’s top 8 coatings companies, envisioned a long-term solution where Indonesians would only need to paint their homes once every 5 years. Collaborating with Moonfolks, this vision materialized into the Infinito System—a comprehensive five-product range designed to fix an array of wall problems, ensuring long-lasting beauty. This system, developed through meticulous research, cutting-edge technology, and premium materials, comes with a 5-Year Money Back Guarantee, ensuring no more worries about recurring stains, cracks, flaking or leaks.

The Infinito System products include:
• Infinito Waterproofing Cement: a cement with waterproofing properties
• Infinito Waterproofing Crack Filler: a crack filler with waterproofing properties
• Infinito Penetrating Sealer: a sealant that seeps into wall pores
• Infinito Waterproofing Primer: a paint primer with waterproofing properties
• Infinito Glitz: a premium interior paint with stain-proofing technology

Taking inspiration from long-lasting beauty, the name “Infinito”, created by Moonfolks, is derived from the Italian word for infinite, with the logo incorporating the infinity symbol within the letter ‘N,’ emphasizing the concept of endless beauty and durability while positioning Infinito as the central solution for maintaining beautiful walls in Indonesia.

But how do we stand out in an already oversaturated market? That’s where the packaging comes into action. When every other paint brand comes with monotonous brand-colored packaging, Infinito System products stand out with vibrant, colorful designs. Straightforward and simple product naming ensures that consumers can easily understand the purpose of each product, making the selection process hassle-free.

The 30-second and two 15-second videos bring the brand’s belief to life in a story about the never-ending saga of repaints throughout the years, illustrating the need for a proper solution—hence the Infinito System. The key visual shows a family of cats admiring a beautifully fixed wall, highlighting the effectiveness of the Infinito System.

Moonfolks developed the name, branding, packaging, shopper and communication materials and managed the media planning and buying. The PR campaign is also led by Moonfolks. The entire “Content to Commerce” framework will ensure achieving upper and lower funnel metrics for the brand, meeting objectives of leads and conversion. This will ensure that the campaign reaches the right audience through the most effective channels, including social media for which there’s a robust content strategy. Regular updates and interactive content will keep the campaign vibrant and engaging on social media.

Besides, the campaign involves an influencer strategy, using credible sources to drive authenticity for the value proposition of the Infinito System.

Through this collaboration, the aim is to ensure that Indonesian homes achieve long-lasting beauty, extending beyond the campaign and enduring for infinity.

Abhilasha Kannan, Managing Director, Asian Paints Indonesia, said: “Asian Paints understands the pain points of the consumer, around which we base all our innovations. The creation of Infinito System is no different from that perspective. The Indonesian homeowner needs to be rescued from painting woes they need to go through every year. And so we created a long-lasting solution to have perfect walls that gives homeowners peace of mind for at least 5 years. 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, Moonfolks, said: “At Moonfolks, we believe every brand deserves a “Moonshot” – our proprietary approach to brand building. We drive commerce for brands combining brand purpose (brand identity and advertising), brand content (digital), brand experience (shopper and activation), brand reputation (PR and influencer marketing) and brand reach (media solutions and content distribution). Birthing the Infinito System, and coparenting it with the Asian Paints team has been a deeply transformative experience for both the teams. The coatings category in Indonesia has seen little innovation, which makes it disruptive for Asian Paints, while offering genuine value to consumers.”