Analysis the Video Advertisement journey of Asian Paints throughout the years and what impact did it create for the organization.

1. Promotion Strategy
Advertisement Analysis
of
Indian Institute of Management Sirmaur
Rampur Ghat Road (H.P.)
Team Members:
• Samarth (PGP04087)
• Amal Shareef PI (PGP04099)
• Chirag Soni (PGP04100)
Guidance of:
Prof. Manoj Motiani
Prof. Vaijayanthee

2. Introduction Brand Theme
Ad Journey
(Hyperlink attached to all
Videos)
Content Analysis Impact of Marketing References
Headquarter Mumbai
Industry Chemicals
Products Interior Walls
Exterior Walls
Waterproofing
Metal Finishes
Wood Finishes
Adhesives
Brand
Ambassadors
Deepika Padukone
Nawazuddin Siddiqui
Ranbir Kapoor
Saif Ali Khan
Rahul Dravid
Soha Ali Khan
Mascot Gattu: A mischievous boy with
a paint bucket in his hand
Vision:
Asian Paints aims to become one of the top five decorative coatings
companies world-wide by leveraging 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.
Since its foundation in 1942, Asian Paints has come a long way to
become India’s leading and Asia’s fourth largest paint company, with a
turnover of Rs. 170.85 billion. We operate in 16 countries and have 24
paint manufacturing facilities in the world, servicing consumers in over
65 countries.

3. Brand ThemeIntroduction
Ad Journey
(Hyperlink attached to all
Videos)
Content Analysis Impact of Marketing References
Campaigns:
• Mera Wala….<color>
• Har Ghar Kuch Kehta Hai
• Home Solutions
• The Great Indian Home Makeover
• Where the Heart Is
• #PeopleAddColour
• #SeeColoursBetter
• #HomesNotShowrooms
• #DonateAWall
Recent Ads shifted focus towards features highlighting:
• On time painting
• Ease in Painting Process
• Making cleaner air
• Anti-bacterial Technology
The Ads contained life moments of joy and happiness as:
• Returning Home after long time
• Welcoming new members
• New Purchases
• Family Reunion

4. Ad Journey
(Hyperlink attached to all
Videos)
Brand ThemeIntroduction Content Analysis Impact of Marketing References
1992 1995 1996
2007
2002
201020132017
201820182018 2019

5. Content AnalysisBrand Theme
Ad Journey
(Hyperlink attached to all
Videos)
Introduction Impact of Marketing References
What kept Constant:
• As the basic theme to connect, all Advertisement Videos had a thoughtful contrast and combinations of vibrant
colour!!
• Mostly all Ads depicted family and extended family with members from at least two generations (i.e. Children to Young
Generation to the Older Generation).
• The Ads were launched in various languages to maximize their reach.
• The theme behind all ads revolved around typical Indian household and lifestyle
• The background music is chosen specifically that brings good vibes and energetic touch
• All Ads concluded with a catchy tagline/slogan that was used to associate with Asian paints at different instances
What Changed:
• New Advertisement (majorly post 2000) tried to subtly connect new lifestyles to the old ways of living and its richness
of the old
• The newer Ads either had protagonist as the housemakers or the earning member, as they were the target segment
• Asian Paints simultaneously launched various video campaigns to position themselves closer to the society and
depicting importance of homes in India:
• “Donate a wall” gave an idea how colors could change the way a building and locality was seen.
• “Where the heart is” emphasized the importance the home in Indian society irrespective of economic barriers

6. Impact of MarketingBrand Theme
Ad Journey
(Hyperlink attached to all
Videos)
Content AnalysisIntroduction References
Google Trends
0
20
40
60
80
100
120
2004-01
2004-07
2005-01
2005-07
2006-01
2006-07
2007-01
2007-07
2008-01
2008-07
2009-01
2009-07
2010-01
2010-07
2011-01
2011-07
2012-01
2012-07
2013-01
2013-07
2014-01
2014-07
2015-01
2015-07
2016-01
2016-07
2017-01
2017-07
2018-01
2018-07
2019-01
2019-07
Chart Title
Kansai Nerolac Paints: (India) Asian Paints: (India) Berger Paints: (India)
Sales Growth – Increase with increased Advertisements
(equitymaster.com)
54%
18%
15%
11%2%
Market Share of paint companies in organized
market
Asian Paints Berger Paints Kansai Nerolac AkzoNobel Others
Market Share in 2016 – adityatrading.com
• Google Trends: Asian Paints has been able to maintain
a buzz over internet through all the years.
• Sales Growth: Asian Paints was able to overtake
Berger’s sales growth by increasing its advertisement
quantity and quality.
• Market Share: The brand has been successfully
dominating market through marketing and sales
initiatives and owns majority in organized sector

7. ReferencesBrand Theme
Ad Journey
(Hyperlink attached to all
Videos)
Content AnalysisIntroduction Impact of Marketing
Google Trends: Kansai Nerolac Paints vs. Asian Paints vs. Berger Paints
• https://trends.google.com/trends/explore?date=2004-01-01%202019-09-
26&geo=IN&q=%2Fm%2F0dgspp9,%2Fg%2F11csq0m80n,%2Fg%2F11c6sqzyj1
Asian Paints Brand Saga:
• http://www.socialsamosa.com/2019/04/asian-paints-advertising-journey-brand-saga/
Sales Growth (Slide 6):
• https://www.equitymaster.com/detail.asp?date=03/25/2004&story=2&title=Asian-Paints-Reasons-for-
underperformance
Market Share in 2016 (Slide 6):
• http://research.adityatrading.com/Reports/Kansai%20Nerolac%20Fundamental%20Report.pdf
Youtube - For all its content on videos:
• https://www.youtube.com/user/AsianPaintsIndia
Wikipedia – Basic Information on Asian Paints Limited:
• https://en.wikipedia.org/wiki/Asian_Paints

8. Thank You