Brand Awareness Campaign
How Asian Paints reached its target audience through a very innovative campaign with Hindi Hindustan in the Hindi speaking belt of North India
Client: Asian Paints
Category: Decorative Coatings
Solution: Brand integration through on-ground events
About Asian Paints
Asian Paints, India's leading paint and decor company, holds a prominent position among the top ten Decorative coatings companies globally, boasting a consolidated turnover of ₹345 billion. Positioned as the 2nd largest in Asia and the 8th globally among top coating companies, the Asian Paints group has earned a commendable reputation in the corporate realm for its professionalism, rapid growth, and commitment to building shareholder equity. Operating in 15 countries, the company has established 27 paint manufacturing facilities worldwide, catering to consumers in over 60 countries. Beyond its flagship brand, Asian Paints, the group extends its global presence through subsidiaries such as Asian Paints Berger, Apco Coatings, SCIB Paints, Taubmans, Asian Paints Causeway, and Kadisco Asian Paints.
The Brand Ask
About the Collaboration
The decorative coatings industry faces many challenges such a periodic surge & decline in demand in India. Indians opt for white washing or fresh coating of colour more often during the festive season, as opposed to during a more lean time. To keep the revenue streams more consistent and appeal to a very specific strata of society, Asian Paints liaised with Hindustan to promote its economical paints in specific tiers of the society.
Asian Paints aimed to strategically promote its Economical Paints category, featuring brands Ace Sparc and Tractor Sparc, specifically targeting residents of Tier 2 and Tier 3 cities. The objective is to effectively showcase the distinctive qualities of these products to a diverse audience, including contractors, painters, dealers, SEC BC, and SEC C, using light and entertaining content as a medium to engage and captivate their attention.
Middle to Low Socio-Economic Households
A testament to smart marketing
The core theme of the campaign is "Hasi Khushi Bachat" that translates to being happy in a budget. The Hindustan Group organised a series of Kavi Sammelans across Kanpur, Lucknow and Gorakhpur, the primary Hindi speaking belt of Northern India. Well known names and poets Sarvesh Asthana, Arun Gemini ,Anil Chaube, Hemant Pandey etc. were invited to present their pieces on the brand's theme, to highlight the idea that residents can now get their homes painted in a budget.
The campaign across all 3 cities was a huge success as it was attended by over 1,500 people in Kanpur, Lucknow and Gorakhpur. Poets included the brand's core message in their poems and scripts, to ensure a high brand recall value among the 1,500 attendees of the event. There were over 50 client mentions and integrations in the script! The event was further amplified in Hindustan national daily newspaper, which holds the no. 1 rank in the state of Bihar, another key market segment for Asian Paints. The event highlights were also showcased on Hindustan website, and social media pages, further increasing the reach of the event