The document outlines a social media strategy for an Asian Paints product called Ezycolor AHPS. It discusses conducting consumer interviews to understand expectations and pain points. Major insights found consumers are influenced by friends, aware of but not the product, and concerned about cost. The target consumer is outlined as urban Indians aged 25-40, upper-middle class, who spend a lot of time online and seek peer approval. The strategy proposes entertaining content, constant engagement, and real-time response management. Specific tactics include celebrating customers instead of just stories, using animations, contests, quotes from a mascot, and addressing criticisms promptly. Objectives include increasing acquisitions, satisfaction, and share of voice.