+

Asian Paints
Communication through the years
+
Indian Paint Market

Sales

Nerolac(20%)
Asian paints(46%)
ICI(11%)
J&N(2%)
Berger(17%)
Shalimar(4%)
+
Asian Paints: Market Share

Among the top 10 India’s largest paint

decorative coatings company and leaders
companies in the in 10 overseas
world. markets

Operates in 24
countries with 30 paint
mfg facilities.
+
Brand Personality

 Asian
paints is about people who invest emotional
energy in creating their homes.

 AsianPaints is about homes which reflect the taste

and love of their owners/residents.
 +
Target Audience

Demographics
Region: India, urban population
Occupation: Service/working professional/self-employed
Gender: Male
Religion: Insignificant
Social class: Upper Middle and upwards
SEC: B and upwards
Family life cycle: Middle aged

Behavioural
Occasions: When looking to paint the interiors of his house (usually there is an upsurge with new
construction and during festive seasons like Diwali and Holi)
User status: First time user
Loyalty status: Not defined
Readiness Stage: Relatively informed
Attitude toward product: Low-involvement
Attitude toward brand: Trusting, has high-recall value
+
Brand Development

a) 1942-1967 : Evolution Phase

b) 1967-1982 : Extension & Consolidation Phase

c) 1982-1986 : The Years of Excellence

d) 1987-1997: Moving Closer to the Consumer

e) 1997-1999: Changing Rules of the Game

f) 1999 onwards: The New Asian Paints

+
Landmark Campaigns

 1960s– Gattu as a Mascot

 1982-1986- Spectrum of Excellence

 1987-1997- Celebrate with Asian Paints

 Late 90s- Har Ghar Kuch Kehta hai

Badhiya hai campaign

 Latest- Color Next Campaign

+
Gattu as a Mascot

 The situation: Asian Paints had a wide range of brands/sub brands

in the late 60s.

 The focus: Product innovation, service network and managing

quality proposition.

 Mascot adopted: Gattu-the mischievous little boy with a paint brush

was created by the cartoonist R.K. Laxman.

 Result: It became a brand leader during the late 60s.

+
Celebrate with Asian Paints
 Consumer insight: Paints could change the mood of the space
and it was a sign of festival and plenitude. It could make a gloomy
place bright and pleasant

 Core Idea:Customers tend to repaint their houses on the occasion

of festivities.

 Positioning:Associating celebration of festivals with Asian paints.

 Results:
 Effectively enhanced the brand equity of Asian Paints.
 Established it as a premium brand.
 Ensured an emotional connect with a brand in a low involvement
category.
 Phased out many sub brands.
+
Celebration with Asian Paints to
Har Ghar Kuch Kehta Hai
Repositioning
 The consumer changed.

 Festivities no longer important

 Too much clutter around the festival platform reduced the

uniqueness of the proposition.

 The painting itself became less seasonal.

+
Har ghar kuch kehta hai
Home is a reflection of your personality
 Consumer insight: People were spending a far greater deal of
time, energy and effort in doing up their homes as they felt that
their home was an extension and a reflection of their
personality.

 Core Idea: Capturing the emotion of home making.

 Positioning: The campaign captures and reflects the emerging

trend of consumers becoming very involved with their homes
and with everything that goes into making that house a home.
Asian Paints wanted to be a part of this home making process
and the idea was to position paint as a very important
contributor to home décor.
+
Popular ads

 A father doing up the house with colours while his family was
away.

 ‘Laal rang’(the colour red) meaning different things to different

people.

 The Cutting Shutting commercial.

 A grandmother with her grandchildren in the Dadi-Chocolate

Wall film.
+
Badhiya hai Campaign
Winner of Silver Effie
 Consumer Insight: Longevity of paint to help consumer achieve
social appreciation for ones house.

 Core idea: Paints perceived beyond colour to something that

withstands dusty weather, extreme rains and harsh winters.

 Positioning: Time Proof Beauty paint.

 Result:
 A 24.7% increase in net income of Asian Paints in FY 2002-03.
 Badhiya hai becomes part of consumer lexicon.
+
+
Colour Next

 Consumer insight: Consumers are seeking ideas on how to

indulge with not just paints, but also the entire experience of
home décor.

 Core idea: A celebration of colours that adorns ones

imagination to fuel desires of the target group.

 Positioning: Ultimate home decors and color experts.

+
Colournext concept store
Invites
guests to choose a colour from a series of pedestals. Motion sensors
hidden within each pedestal send a pulse of the selected colour up through the
archway lights and across the façade, creating constant colour shifts throughout
the whole store-front.
 The first section of the store is full of interactive features, which seek to educate
visitors on how the right colour, coupled with the right kind of lighting, can
transform and affect space.
The store then takes the visitors through different styles of room sets (modern
styling, traditional Indian, and so on) and lets consumers experience how they can
achieve the same look, with the right interiors and colours.
Forkids, the store offers a space, Kid's World, where they can play with their own
set of colours.
Atthe end of the store journey, there are colour consultants who will answer
consumers' queries. The store also houses Asian Paints Home Solutions, which
will further guide the consumers in executing their plans.
Provides
consumers with information on where the accessories have been
assembled from.
 Forpromoting the store, the company has dabbled in some outdoor advertising,
but, according to Syngle, is depending more on the word of mouth publicity.
+
Colournext Microsite
 Won the prestigious 'outstanding website' award in the
consumer goods category at the Internet Advertising
Competition Awards
 The Asian Paints' ColourNext 2009 microsite conceived
and designed by Indigo Consulting.
 Works on the premise of letting the consumer's
imagination go wild with the colours.
 Takes into account varied parameters like international
trends, lifestyles and new product developments, every
year a team of experts at Asian paints conducts a detailed
research to ascertain the emerging trends in home décor.
+
+
Communication strategies adopted over
the years

 GATTU dropped as a logo to give a mass market appeal.

 New logo designed by Enterprise IG Singapore adopted to
give an upmarket, modern, urban more dapper image.
 Launch of an Asian Paints Helpline, a service to fulfill the
information needs.
 Launch of Retail Shops offering a series of decision making
tools and shade options along with a communication
campaign.
 Investing in technology to improve supply chain efficiencies
and giving a platform to enter into some CRM initiatives.
+
Recent communication strategies

Colour world
 Over 10,000 colour worlds installed in the country.

Asian paints home solutions

 From “paint” to a “painted wall”
 Now launched in 13 cities across the country.

Kids world

Royale play

Samplers

Colour next

Signature store
+
Summary

Asian paints has succeeded in establishing thought leadership in the

paint segment through:

 Clutter breaking positioning.

 Constant innovation & revamp

 Emotional connect.

 Brand engagement.

 High brand recall through constant advertisements.

 High brand equity.

+ Thank you!
Apeksha Choudhury (128)

Mohita Kukreja (41)

Division: A