ICA Pidilite releases short film ‘The Mother’s visit’ on glamorous wood finishes

Mumbai : A new commercial by ICA shows the psychological and aesthetic effects of the company’s glitzy wood finishes. The central idea of ‘The Mother’s Visit,’ which makes it a truly original film, is that even the most cynical and difficult-to-please can be won over by good taste.

The Italian capital of style and design, ICA Pidilite, stocks a variety of luxurious wood veneers. This glamorous selection of high-end wood finishes exemplifies the industry’s most exacting criteria for quality and refinement, allowing builders and decorators to freely express their individuality and creativity. Homeowners can show off their refined aesthetic sense and create their ideal living spaces with this.

In the opening scene, the girl’s strict mother is invited to stay with an Italian couple at their beautiful home. There’s initial awkwardness between the three of them as mom deals with her daughter’s elopement and secret marriage. The kids are out of here, giving mom some much-needed space.

The mother, suddenly alone, surveys her surroundings. A picture of the couple in a frame catches her eye. As she stares at it, she begins to sob operatically in Italian. She sets the photograph down on the console and is immediately drawn to its lustrous metallic sheen, which is a sophisticated blend of Moon Rock and satin. She appears to be very pleased with the result. She keeps singing as her expression changes from one of distress to one of wonder as she takes in her surroundings. She admires herself in the polished ICA Lucido mirror finish on a dining table. She strolls to a wall covered in ICA Maltawood, an artistic finish, and gazes at it. (due to the use of colourless resins in their formulation, these products give the surface an elegant and polished appearance). Last but not least, she pauses to take a selfie in front of a stunning bar cabinet whose knobs are finished in the ICA Creativa Metal series. (designed to give surfaces an antique look, while maintaining superior aesthetics). It stands out from other wood finishes thanks to its one-of-a-kind appearance.

The once-angry mother appears to have been mesmerised by the beautiful home, which has brightened her mood and given her a pep in her step. She seems to have accepted the fact that her daughter married someone she didn’t know about because she made a good choice in marrying an aesthete, a man of refined aesthetic sensibilities. At the film’s climax, she and the young couple share a passionate embrace.

 Mr. Manish Airee, Sr. Vice President of Sales & Marketing ICA Pidilite, said “This is the first time we have released a film made in India for our audience. We want to communicate to our consumers how persuasive design can be. Through this film, we want our consumers to know that ICA Pidilite’s good taste and great finishes are recognizable and that they meet the same high-quality standards as in Italy. We at ICA discover how changing consumer preferences can influence businesses and we try to respond to continuously evolving trends and tastes.”

Link to the short film: https://www.youtube.com/watch?v=ZlJTUIoT8Wo

Creative Team, Alok Nanda and Company (ANC) says, “Our decision to use opera as a medium was governed by the Italian provenance of Brand ICA Pidilite. Our objective was to create a film that looks like an out-and-out Italian production, and that’s why we had an opera singer from Italy sing it for us. With sophisticated humour, an elegant cast, brilliant music, and a very premium setting, we were able to stay true to the DNA of the product: Premium Italian Wood Finishes. With a gorgeous product, a talented team, and high production values, we knew we had all the ingredients to create a great film. And now, if the viewers like it, we won’t be surprised. After all, good taste shows.”

Instagram: https://www.instagram.com/icapidilite/

Website: https://www.icapidilite.com/

ICA is one of the leading brands in the world to manufacture and market Special Wood Coatings. ICA Group formed a Joint Venture with Pidilite Industries Ltd. in Nov 2016. ICA set up its state-of-the-art manufacturing facility at Jambusar, Gujarat, which leverages Italian Technology while bolstering the “Make in India” narrative to provide top Quality Premium Italian Wood Finishes. ICA has endeavoured to serve its clients by producing a range of highly reliable, top-quality coatings by supporting and investing in quality Research and Development.