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+

Asian PaintsCommunication through the years

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+Indi n int M rk t

Sales

N rol c(20%)

Asi n p ints(46%)

ICI(11%)

J&N(2%)

B rg r(17%)

Sh lim r(4%)

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+ Asian Paints: ar et Share

Among the top 10

decorative

coatingscompanies in the

world.

Indias largest paint

company and

leaders in 10overseas mar ets

Operates in 24countries with 30

paint mfg facilities.

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+Brand Personality

Asian paints is aboutpeople who invest emotional

energy in creating theirhomes.

Asian Paints is about homes which reflect the taste

and love of their o

wners/residents.

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+Target Audience

Demographics

Region: India, urban populationOccupation: Service/working professional/self-employed

Gender: MaleReligion: InsignificantSocial class: Upper Middle and upwardsSEC: B and upwardsFamily life cycle: Middle aged

Behavioural

Occasions: When looking to paint the interiors ofhis house (usually there is anupsurge with new construction and during festive seasons like Diwali and Holi)User status: First time userLoyalty status: Not definedReadiness Stage: Relatively informedAttitude toward product: Low-involvementAttitude toward brand: Trusting, has high-recall value

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+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

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+Landmar 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

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+Gattu as a ascot

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.

Mascotadopted: Gattu-t

he misc

hievous little boy

with

a paint brush

was created by the cartoonist R.K. Laxman.

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

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+Celebrate with Asian Paints

Consumerinsight: 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 t

heir

houses on t

he occasionof 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.

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+Celebration with Asian Paints to

HarG

har Kuch Kehta HaiRepositioning

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.

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+Har ghar uch ehta hai

Home is a reflection of your personality

Consumerinsight: People were spending a far greater deal of

time, energy and effort in doing up theirhomes as they felt that

theirhome was an extension and a reflection of their

personality.

Core Idea: Capturing the emotion ofhome making.

Positioning: The campaign captures and reflects the emerging

trend of consumers becoming very involved with theirhomes

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 dcor.

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+Popular ads

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

away.

Laal rang(the colour red) meaning different things to differentpeople.

The Cutting Shutting commercial.

A grandmotherwithher grandchildren in the Dadi-Chocolate

Wall film.

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+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 thatwithstands dusty weather, extreme rains and harshwinters.

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.

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+

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+Colour Next

Consumerinsight:Consumers are seeking ideas on how to

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

home dcor.

Core idea:A celebration of colours that adorns ones

imagination to fuel desires of the target group.

Positioning:Ultimate home decors and color experts.

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+Colournext concept store

Invites guests to choose a colour from a series of pedestals. Motion sensors hidden within each pedestal send apulse of the selected colour up through the archway lights and across the faade, creating constant colour shiftsthroughout the whole store-front.

The first section of the store is full of interactive features, which seek to educate visitors on how the rightcolour, 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.

For kids, the store offers a space, Kid's World, where they can play with their own set of colours.

At the end of the store journey, there are colour consultants who will answer consumers' queries. The store alsohouses Asian Paints Home Solutions, whichwill further guide the consumers in executing their plans.

Provides consumers with information on where the accessories have been assembled from.

For promoting the store, the company has dabbled in some outdoor advertising, but, according to Syngle, isdepending more on the word of mouth publicity.

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+Colournext icrosite

Won the prestigious 'outstandingwebsite' award in the

consumer goods category at the Internet Advertising

Competition Awards

The Asian Paints' ColourNext 2009 microsite conceivedand 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 internationaltrends, 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 dcor.

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+

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+Communication strategies

adopted over the years

GATTUdroppedas a logo to give a mass market appeal.

N

ew logo designed by Enterprise IG Singapore adopted togive an upmarket, modern, urban more dapper image.

Launch of an Asian Paints Helpline, a service to fulfill theinformation needs.

Launch ofRetail Shops offering a series of decision making

tools and shade options along with a communication campaign.

Investingin technologyto improve supply chain efficienciesand giving a platform to enter into some CRM initiatives.

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+Recent communication strategies

Colour world

Over 10,000 colourworlds 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

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+Summary

Asian paints has succeeded in establishing thought

leadership in the paint segment through:

Clutter brea ing positioning.

Constant innovation & revamp

Emotional connect.

Brand engagement.

High brand recall through constant advertisements.

High brand equity.

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+ Thank you!Apeksha Choudhury (128)

Mohita Kukreja (41)

Division: A