<b><font color="#FF0033">Effie 2005</font></b>: Contract wins two metals for Asian Paints

Contract bagged a Silver and a Bronze in the ‘Consumer Durables’ category for its campaigns on Asian Paints Royale and Asian Paints Tractor Emulsion, respectively.

Even two years after the launch of Asian Paints Royale, the company was facing a problem of indifferent consumers, common in this category. Consumers generally consider the painting of their house a messy, dusty and inconvenient chore

It was even more difficult for a premium brand such as Asian Paints Royale to create a brand presence for itself in a scenario in which the consumers in this category were not at all brand loyal.

The insight for the agency was that people are passionate about the way things are displayed and showcased in their house. So, Contract, in its communication, highlighted the idea that Royale was not about paint or a wall, it was about creating the right backdrop for the things one cherished in one’s home. The brand had to be positioned as an item of home décor. Thus emerged the line: ‘Some things in life deserve a Royale wall’.

The objective of this communication was to achieve a growth of 25 per cent nationally and another 25 per cent growth in Delhi alone, as the latter was a market that was not doing too well.

Actor Saif Ali Khan was signed on for the campaign, which involved press and television. The agency also launched a ‘Royale Style Book’ for consumers to further involve them in the category and so that they could choose paint shades for themselves.

The campaign resulted in a growth of 29 per cent in value terms nationally and 32 per cent in Delhi alone (as opposed to the projections of 25 per cent each for both).

For Asian Paints Tractor Emulsion, Contract was faced with the mission of making the upper end of the distemper user category upgrade to emulsion. In a low-involvement category, there was a need to make the consumers more excited about painting their house. The growth target was pegged at 50 per cent.

Contract launched a campaign titled ‘Saheb’, by positioning the brand with the line, ‘Yeh sirf dikhta mehnga hain (It only looks expensive)’. By positioning the brand as a non-expensive, affordable emulsion, Contract managed to achieve a growth rate of 57 per cent.

© 2005 agencyfaqs!