From this insight came the campaign of Asian Paints associating itself with festivals.The campaigns were carefully crafted and there were different campaign for different regions.The brand also phased out many sub brands and rest of the sub brands was brought under Asian Paint's umbrella brand
During the late nineties the brand had to be reinvented. Because no longer festivities formed an important part in ones life. Since many brands went after festival seasons, the positioning platform has become cluttered. More over the consumer buying behavior has changed. The category was becoming less seasonal. People started associating more importance to home decor and interiors. The choice of color became a high involvement decision. From a low involvement category, paint was increasingly becoming a high involvement category.
More so, when the brand already has a long heritage of great advertising in its kitty
Asian Paints Advertising Case Study
The paint industry of India is more than 100 years old.
Its beginning can be traced to the setting up of factory by
Shalimar Paints in Kolkata in 1902.
Till the advent of World War II, the industry consisted of
just a few foreign companies and some small. Indigenous
producers were absent and Foreign companies continued to
dominate the industry.
At that time Asian Paints entered the Indian paint
Asian Paints started its journey in 1942 with four young men,
Champaklal H. Choksey, Chimanlal N. Choksi, Suryakant C.Dani and
Arvind R. Vakil, in a garage in Bombay.
Asian Paints Limited is an Indian chemicals company headquartered
in Mumbai, India. It manufactures paints for decorative and
Asian Paints is India's largest paint company and Asia's third
largest paint company , with a turnover of Rs 96.32 billion.
Besides Asian Paints, the group operates around the world
through its subsidiaries Berger International Limited, Apco
Coatings, SCIB Paints and Taubmans.
Major Products and Services
Asian Paints manufactures and markets industrial and decorative
coatings. Along with that the company also provides home painting
services and solutions.
The company's key products and brands include the following:
Decorative paints: Interior wall paints, Exterior wall paints, Wood
surface paints, Metals surface paints.
Major Products and Services
Industrial coatings: Protective coatings, Floor
coatings, Road markings.
Ancillaries: Wall primer, Acrylic Wall Putty, Exterior
Wall Putty, Wood Primer.
Made a foray in automotive paints in 1997 with a joint
venture with PPG Industries – known as PPG Asian Paints.
They manufactured automotive body coatings and
Paint brands owned by the company are: Ace & Apex, Apcolite,
Apex, Apex Ultima, Asian Paints, Colour Next, Premium Gloss Enamel,
Royale, Royale Play, Touchwood, Tractor Emulsion, Utsav.
Asian Paints operates in 17 countries across the world. It
has manufacturing facilities in each of these countries and is
the largest paint company in eleven of these markets.
The countries that Asian Paints has presence are as follows:
1.Asian Paints in South Asia (India, Bangladesh, Nepal and Sri Lanka).
2.SCIB Paints in Egypt.
3.Berger in South East Asia (Singapore), Middle East (UAE, Bahrain
and Oman), Caribbean (Jamaica, Barbados, Trinidad & Tobago).
4.Apco Coatings in South Pacific (Fiji, Tonga, Solomon Islands and
5.Taubmans in South Pacific (Fiji and Samoa).
Asian Paints aims to become one of the top five
Decorative coatings companies world-wide by enlarging
its expertise in the higher growth emerging markets.
Simultaneously, the company intends to build long term
value in the Industrial coatings business through alliances
with established global partners.
To provide paints as per market demand, ensuring
desired level and quality of customer (dealer) service,
continued availability of the right product mix of right
quality at the right time.
To meet this needs of the customer :
Asian paints reduced the cost of the raw in order to reduce the
cost of the paints.
Established an advertising strategy which created an emotional
touch among the customers.
All these strategies helped them in creating a “Brand Image” for
their products among people and people started realizing the need
for brand conscious in this industry.
Products like Apex emulsion, Royale interior emulsion, Apcolite and Touch
wood had high recall among the customers.
Logical to promote their corporate image and all the brands under their
umbrella brands - Brand Portfolio
The umbrella branding policy encompassing all its products and services.
New visual identity that establishes the company name as the dominant
reason for purchase.
Gattu, the mascot
Gattu, the mascot for Asian Paints was created by
cartoonist R.K. Laxman in 1954. Soon Gattu, with his
"shock of black hair eternally dangling over his right
eye", became popular and remained so for many
“Celebrate with Asian Paints”
Asian Paints undertook a consumer research to understand perception of
consumers about the product category.
Consumers felt that paints could :
Change the mood of the space
Sign of festival and plenitude
It could make a gloomy place bright and pleasant
These campaigns effectively enhanced the brand equity of Asian Paints
Established itself as a premium brand
Ensured an emotional connect with a brand in a low involvement category
The logo was changed to a contemporary up market one designed
by Enterprise IG based in Singapore.
The logo/design was to convey self-expression, sophistication and
"Har Ghar Kuch Kehta Hai“
"Every Home has a story to tell”
The campaign established brand laddering up as a premium emotional brand.
The insight is that each color has a story to tell.
Abhijit Avasthi, Group Creative Director, Ogilvy & Mather sheds light on the thought
process behind the commercial:
“Brings alive the role of color in home decor. The aim is to tell people how color fires the
"Har Rang Kuch Kehta Hai"
"Every Color has a story to tell”
Is the newest campaign the comapny is planning with O&M.
The brand is so serious about the color that it has tied up with IIT to
explore new colors and conduct research on colors.
Add Colors to your Life
a COLORFUL Thank You ;)
Sangamithra M A