Asian Paints - Tactical and technical

Asian Paints needed to inform its target consumers that a new product-related website (www.asianpaints.com) had been launched that was somewhat like the online version of a telephonic helpline.

Asian Paints needed to inform its target consumers that a new product-related website (www.asianpaints.com) had been launched that was somewhat like the online version of a telephonic helpline. What could have been a dry, purely information-driven ad campaign, turned out to be a charming little story that entertained as it informed, courtesy creative agency Ogilvy India.

Usually brands in this category are forced to speak to their audiences across classes with price-oriented functionality at the fulcrum of their communication. Asian Paints managed to do so in a roundabout way without making the main message look like it was the centre of the advertising campaign. Rather, the story revolved around a hilarious relationship between two brothers and the brand's message about its new website was slipped in tastefully. This creation took the brand's advertising to a whole new level as eventually Asian Paints managed to highlight a service while simultaneously creating brand differentiation.

Though the campaign shared heaps of information with the nation, the website also served to take Asian Paints to a high ground on the branding front. The campaign included extensive use of TV (four films aired on GECs and news channels), print, radio and BTL activities. In 2010 the brand also took a step in the direction of increasing regional ad spends for advertising in regional languages.

Amit Syngle, vice- president, sales and marketing, Asian Paints says that 2010 has been a good year for the brand. According to him, during the six month that ended on September 30, 2010, net sales increased by 16 per cent (from Rs 2,551.3 crore to Rs 2,960.6 crore); PBDIT (profit before depreciation, interest and taxes) for the period increased by 12.9 per cent (from Rs 521.7 crore to Rs 589.2 crore); and net profit on a standalone basis stood at Rs 397.1 crore as compared to Rs 418.8 crore in the previous corresponding period.

In 2010, the brand strengthened its connect with the consumers by taking on the onus of educating them about how to transform their homes, which are an integral part of their lives. Asian Paints wanted to be an active part of this high voltage home making emotion. Thus evolved the campaign 'Har Ghar Kuch Kehta Hai' and this year this was taken forward through positioning the brand in the 'responsible and caring' zone. The campaign 'asian paints.com - painting karne ka asaan tarika' took this concept forward.

The brand continues to transcend the space of being contemporary and innovative. In this pursuit it launched Colour Next 2010 to set colour trends. This property has been nurtured for the last seven years and is given a new avatar every year. These trends are integrated in Asian Paints' colour books meant for guiding the consumer on colour choices. This not only brings the consumers closer to home décor through the experience route but also creates intimacy with the brand.

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