Asian Paints dons a new look

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | September 28, 2012
The company has also changed its position from being a paint solutions provider to a complete décor and design solutions company.

Asian Paints has gone through a complete overhaul with a new brand identity and logo. The company has also changed its positioning from being a mere paint solutions firm to a complete décor and design solutions company.

Speaking about the new look, Amit Syngle, vice-president, sales and marketing, Asian Paints, says, "The change in our brand identity signifies our intent to establish a deeper connect with our customers as well as ensure that the Asian Paints brand is able to stir the consumer's imagination, ignite their creativity and expand their vision to a new vista of possibility."

The new logo

"Our new logo conveys those elements with the flowing ribbon formation that creates the 'AP' design that highlights the easy flow, smoothness, dynamism and possibility that our solution and offerings will provide. As part of our effort to create and manage inspiration, we go the extra mile to enable consumers to design the home of their dreams," he adds.

Conceptualised by WPP's Singapore-based design agency Fitch, the new look is based on a research conducted by the agency. The findings of the research are as follows:

Amit Syngle with actor Soha Ali Khan at the launch of new brand identity

• Inward mobility of the urban middle class has been rising quite rapidly over the past several years - which has resulted in a higher involvement and willingness to invest in home aesthetics.

• The emerging professionals group consisting of double income professionals or younger influencers such as teenagers/young adults prefer design and décor companies that assist the makeover process through colour guidance, paint process guidance and related services.

• The home makeover process that includes tiling, upholstery and furniture cuts out a significant portion of the home owner's budget. Hence, the paint category has immense potential to use colour in an innovative and creative manner to provide more design and decor solutions than ever before.

In India, the creative duties are managed by Ogilvy. Fitch, along with Ogilvy, has created a 360 degree campaign to promote the new look, which has already been rolled out across various media including television, print and online.

Syngle explains, "Our aim is to start our interaction with customers by providing inspiration or managing the inspiration of the customer. As part of the process, we must ensure a systematic and seamless one-stop-solution for colour and décor guidance, best labour practices, on time and efficient service delivery and follow-up knowledge on maintenance of their newly painted beautiful homes, thereby alleviating the pain usually experienced in the home renovation process."

The new identity and logo is expected to be rolled out over the next month at 5,277 retail stores, followed by the rest of the network.

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