Asian Paints ropes in 168 influencers to create a buzz around its season 3 of web series ‘Where the heart is'

Asian Paints recently launched Season 3 of its web series, ‘Where the heart is’. To create buzz around the show, the Influencer Outreach team at Kinnect (formerly known as Social Kinnect) devised and executed an influencer marketing campaign with over 100 influencers from different walks of life.

‘Where The Heart Is’ is a web series by Asian Paints where celebrities let audiences into their beautiful homes and showcased their favourite corners. For season 3, the brand wanted to encourage binge-watching on YouTube. To that end, Kinnect executed 168 influencer stories across lifestyle, food, fashion and travel categories. Influencers like Shivesh Bhatia, Aayushi Bangur and Kishwer Merchant spoke about the favourite corner of their house, the corner where their heart truly lies.

This campaign created a significant impact, with over 27k unique swipe-ups and over 3.3 million story views within just 24 hours. The stories led people directly to the ‘Where The Heart Is’ YouTube playlist, which gave them easy access to ‘bingeable’ content.  Whoever you were and whoever you followed, you saw at least one ‘Where The Heart Is’ influencer story that day.

Chandni Shah

Speaking about this campaign, Chandni Shah, COO of Kinnect, said, “The power of influencer marketing cannot be underestimated. This campaign has made ‘Where The Heart Is’ a must-watch show. It will help scale Asian Paints’ digital presence to new heights. Tying up with influencers from a wide breadth of categories further helps increase the brand’s digital footprint and drive interest in its online properties.”