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

MISSION

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

CORE VALUES bull Commitment and Integrity in dealing with internal and external customers bull A strong belief in individual ability and creating an environment in whichentrepreneurial spirit is encouraged bull Ownership and Responsibility bull To continuously Rejuvenate every living and working space of people and bring joy to their lives

CORE PURPOSE bull To continuously rejuvenate every living and working space of people and bring joy to their lives

INTRODUCING THE ASIAN PAINTS GROUP

Asian Paints is Indiarsquos largest paint company and Asiarsquos third largest paint company

with a turnover of Rs 6680 billion The group has an enviable reputation in the corporate

world for professionalism fast track growth and building shareholder equity Asian

Paints operates in 17 countries and has 23 paint manufacturing facilities in the world

servicing consumers in over 65 countries Besides Asian Paints the group operates

around the world through its subsidiaries Berger International Limited Apco Coatings

SCIB Paints and Taubmans

Forbes Global magazine USA ranked Asian Paints among the 200 Best Small

Companies in the World for 2002 and 2003 and presented the Best under a Billion

award to the company Asian Paints is the only paint company in the world to receive

this recognition Forbes has also ranked Asian Paints among the Best under a Billion companies in Asia In 2005 06 and 07The company has come a long way since its small beginnings in 1942 Four friends whowere willing to take on the worlds biggest most famous

paint companies operating in India at that time set it up as a partnership firm Over the course of 25 years Asian Paints became a corporate force and Indias leading paints company Driven by its strong consumer-focus and innovative spirit the company has been the market leader in paints since 1968 Today it is double the size of any other paint company in India Asian Paints manufactures a wide range of paints for Decorative and Industrial use

In Decorative paints Asian Paints is present in all the four segments viz Interior Wall Finishes Exterior Wall Finishes Enamels and Wood Finishes It also introduced many innovative concepts in the Indian paint industry like Colour Worlds (Dealer Tinting Systems) Home Solutions (painting solutions Service) Kids World (painting solutions for kidrsquos room) Colour Next (Prediction of Colour Trends through in-depth research) and Royale Play Special Effect Paints just to name a few

Asian Paints has always been ahead when it comes to providing consumer experience It has set up a Signature Store in Mumbai where consumers are educated on colours and how it can change their homes

Vertical integration has seen it diversify into products such as Phthalic Anhydride and Pentaerythritol which are used in the paint manufacturing process Asian Paints also operates through APPG (5050 JV between Asian Paints and PPG Inc USA one of the largest automotive coatings manufacturer in the world) to service the increasing requirements of the Indian automotive coatings market Another wholly owned subsidiary Asian Paints Industrial Coatings Limited has been set up to cater to the powder coatings market which is one of the fastest growing segment in the industrial coatings market Asian Paints also operates in Road Markings Floor Coatings and General Industrial Liquid paints segments in industrial coatings

INTERNATIONAL PRESENCE

Today the Asian Paints group operates in 17 countries across the world It has manufacturing facilities in each of these countries and is the largest paint company in eleven countries The group operates in five regions across the world viz South Asia South East Asia South Pacific Middle East and Caribbean region through the five corporate brands viz Asian Paints Berger International SCIB Paints Apco Coatings and Taubmans The Group operates as

1048729 Asian Paints in South Asia (India Bangladesh Nepal and Sri Lanka)

1048729 SCIB Paints in Egypt

1048729 Berger in South East Asia (Singapore) Middle East (UAE Bahrain and Oman)

Caribbean (Jamaica Barbados Trinidad amp Tobago)

1048729 Apco Coatings in South Pacific (Fiji Tonga Solomon Islands and Vanuatu)

1048729 Taubmans in South Pacific (Fiji and Samoa) The company has a dedicated Group RampD Centre in India and has been one of the pioneering companies in India for effectively harnessing Information Technology solutions to maximize efficiency in operations

Awards amp Recognition

Awarded the Sword of Honour by the British Safety Council for all the paint plants in India This award is considered as the pinnacle of achievement in safety across the world

Forbes Global magazine USA ranked Asian Paints amongst the 200 Best Small Companies of the world in 2002 and 2003 and amongst the top 200 Under a Billion Firms of Asia in 2005

Ranked 24th amongst the top paint companies in the world by Coatings World - Top Companies Report 2006

The Asset - one of Asias leading financial magazine ranked Asian Paints amongst the leading Indian companies in Corporate Governance in 2002 and 2005

Received the Ernst amp Young Entrepreneur of the Year - Manufacturing award in 2003

STRATEGIC MANTRAS OF ASIAN PAINTS LIMITED -

Audacious in visionFocus on what know bestTrim flab to achieve operational excellenceGood governance made the business senseForge stronger partnerships with supplier basePursue quality with zealInnovate to create value for customersGood in distribution

STRATEGIC MANTRAS OF ASIAN PAINTS LIMITED - A WHOLE AND REALISTIC VIEWAsian Paints sound marketing has earned it strong brand equity It has been able to do it by focusing on product features that are appreciated by customers And by ensuring that the products are of high and consistent quality and are widely available b Enviable track record in breaking away the position of MNCs in the Indian paint Industry building a strong distribution system The paint industry of India is more then 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 Foreign companies continued to dominate the industry

At the time Asian Paints entered the Indian paint business Distribution was the most crucial task for any new entrant Both physical distribution and channel management posed formidable challenges The foreign companies and their wholesale distributors dominated the business Also they were shutting the doors on any new paint company seeking an entry into the business They concentrated on big cities where they could make the sales without much investment in distribution infrastructure and market development

Asian Paints sized up the scenario and formulated a unique strategy It went in

for a strategy that differed totally from the existing pattern

Elements of Asian Paints Marketing Strategy

1 Bypassed the bulk buyer segment and went to individual consumers of paints

2 Went slow on urban areas and concentrated on semi urban and rural areas

3 Asian Paints went retail While its competitors remained content with a handful of wholesale distributors AP preferred direct contact with hundreds of retail dealers

4 Asian Paints went in for an open door policy It broke the prevailing trend in those days Of limiting the number of dealers to the barest minimum And chose to use practically everyone in the trade Who was willing to function as its dealer

5 Asian Paints voted for nationwide marketingdistribution It wanted to have an active presence throughout the country In all the geographical zones States and territories

Brand Image ndash USP ndash Positioning with Advt Examples

BRAND POSITIONING It is how the Asian paints enabled people to form a mental image for theirproducts in the customerrsquos mind The strategies that they followed where asfollows

Brand Image The ways in which Asian Paints attempted to meet the customerrsquos psychologicaland social needsIndian paint industry is a low involvement industry Till 1990speople will just tell their budget for painting their house to their contractorsAnd few customers will also mention the colour they need During that periodAsian Paints analyzed the customer market and found that people where notbrand conscious but their concern was only the price of the paint To meet thisneeds of the customerbull Asian paints reduced the cost of the raw materials by backward integration inorder to reduce the cost of the paintsbull Established an advertising strategy with created an emotional touch among thecustomersAll these strategies helped them in creating a ldquoBrand Imagerdquo for their productsamong people and people started realizing the need for brand conscious in thisindustry

Umbrella Brand In 2004 the company realized that though they have almost 20 brands only fewproducts like Apex emulsion Royale interior emulsion Apcolite and Touchwood had high recall among the customers Therefore they decided to promote Brand Portfolio

It was realized that instead of spending on individual brands and in promoting them it was logical to promote their corporate image and all the brands under their umbrella brands ldquo Asian Paints has embarked on an umbrella branding policy encompassing all its products and services The project includes a new visual identity that establishes the company name as the dominant reason for purchase Tractor Royale Utsav and Apcolite names are no longer the focus on the can rather consumers will be buying Asian Paints Some key brand names are being retained for the time being--to signal a position in the market rather than a product or surface For instance Tractor will represent the value for money brands The immediate advantage is obvious Rather than spread resources thinly across brands and sub-brands a company centric portfolio can synergize communication efforts To be competitive in a world of fragmentation and rising costs traditional mass media such as television can be prohibitively costly With the umbrella-branding move Asian Paints can also afford to move forward from a mere functional platform for each individual product to the high ground of a mood-based emotional dimension

An Underlying Theme At Asian Paints the underlying theme is Har ghar kuchh kehta hai or every home has something to say The depth and texture visualized by this line goes into the customers basic psyche of owning a home and will carry through various messages emanating from the company which is the leader in the decorative coatings market in India

Asian Paints Every Color Tells a Story Asian Paints started its journey in 1942 with four young men in a garage in Bombay The name Asian Paints was picked randomly from the telephone directory The brand has traveled from that garage to become a Rs 1000 crore brandFrom 1968 this brand occupies a premium position in the Indian Paint industry

The story of the evolution of Asian Paints as a brand is interesting The brand now has an iconic status in the industry thanks to some blockbuster big ideas from OampM The brand once positioned as a Mass market brand has evolved itself to a higher plane

Indian paint industry can be broadly divided into two segmentsaDecorative segment which constitutes the wall paints Exterior and Interior wood paintsetcbIndustrial segment which consists of automotive paints and paints for industrial sectorDecorative segment constitutes around 75 of the total paint industry and Asian Paints is the market leader with around 44 share In the Industrial segment Nerolac is the marketleader

In the decorative segment it is interesting to see how Asian Paints have changed the buying process of

the product like paints Paints are usually considered to be a low involvement product In earlier times the decision of the brand was taken by the buildercontractor and the home owners does not involve much in the process may be the decision of color rest with the house ownersAsian Paints realized the need for brand building even during sixties But at that point of time the company had a wide range of brandssubbrands The focus of the company was on product innovation and service network and managing quality proposition

The brand focused on mass and rural market Asian Paints had a mascot called Gattu who was created by the celebrated cartoonist R K Laskhman These efforts made the brand a leader during the late sixties

Then the company realised that although volume justified the leadership position share of mind for the brand was very low That was the result of the mass segmentation adopted by the brand Rightly so because the industry was driven by channel driven promotions building a brand at that time was uncommon sense During 1983 the company tried to reposition the brand as a premium brand Asian Paints initiated the corporate campaign aimed to position the company as the number one player in the industry The objective was to upgrade to a more margin premium product marketer The corporate campaign Spectrum of Excellence was aimed to increase the Salience of the brand in a quiet market

But this campaign failed to inspire any interest in the consumers and the company felt that the market is moving towards a commodity market where price is the most important differential Asian Paints undertook a consumer research aimed at understanding the perception of consumers about the product category The research revealed lot of interesting insights Consumers felt that paints could change the mood of the space and it was a sign of festival and plenitude It could make a gloomy place bright and pleasant From this insight came the campaign of Asian Paints associating itself with festivals Research also confirmed that customers tend to repaint their houses on the occasion of festivities Thus born the campaign Celebrate with Asian Paints The campaigns were carefully crafted and there were different campaign for different regions These campaigns effectively enhanced the brand equity of Asian Paints and established itself as a premium brand More than that these campaign ensured an emotional connect with a brand in a low involvement category The brand also phased out many sub brands and rest of the sub brands was brought under Asian Paints 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

The brand also went in a brand overhaul The logo was changed to a contemporary upmarket one designed by Entreprise IG based in Singapore The logodesign was to convey self expression sophistication and Technology

Thus came the birth of a wonderful positioning strategy created by OampM The insight was that the brand is about people and homes and homes reflect the people living in it Hence Har Ghar Kuch Kehta Hai translated to Every Home has a story to tell This campaign is a perfect example of a brand laddering up and connecting to a higher level in the mind of the customer The campaigns reinforced the brand as a premium emotional brandAlong with the campaign Asian Paints also ran parallel ads for its sub brands Saif Ali Khan endorsed the premium brand Royale For Apex Ultima the campaign was highly localized and was different in different market

View Asian Paints ad hereSaif Ad

Taking a cue from the success of Ghar campaign the brand took ownership of the COLOR The insight is that each color has a story to tell The latest campaign reflects on the color and uses the campaign Har Rang Kuch Kehta hai translated to Every color has a story to tell The brand is so serious about the color that it has tied up with IIT to explore new colors and conduct research on colorsAsian Paints is a classic branding story and the brand is still exploring and growing

Asian Paints adds a splash of colour to the telly yet again

ldquoLife is a great big canvas and you should throw all the paint you can on itrdquo said the late

Danny Kaye one of Americarsquos leading comedians The masterminds behind the Asian Paints commercials seems to have taken his words to heart Asian Paints the countryrsquos Numero Uno player in the paints market has always been able to forge an emotional connect with the audience at large right from the days when the adorable Gattu served as their mascot to the more recent ldquoHar Rang Kuch Kehta hairdquo campaign

Awards amp Recognition

Awarded the Sword of Honour by the British Safety Council for all the paint plants in India This award is considered as the pinnacle of achievement in safety across the world

Forbes Global magazine USA ranked Asian Paints amongst the 200 Best Small Companies of the world in 2002 and 2003 and amongst the top 200 Under a Billion Firms of Asia in 2005

Ranked 24th amongst the top paint companies in the world by Coatings World - Top Companies Report 2006

The Asset - one of Asias leading financial magazine ranked Asian Paints amongst the leading Indian companies in Corporate Governance in 2002 and 2005

Received the Ernst amp Young Entrepreneur of the Year - Manufacturing award in 2003

STRATEGIC MANTRAS OF ASIAN PAINTS LIMITED -

Audacious in visionFocus on what know bestTrim flab to achieve operational excellenceGood governance made the business senseForge stronger partnerships with supplier basePursue quality with zealInnovate to create value for customersGood in distribution

STRATEGIC MANTRAS OF ASIAN PAINTS LIMITED - A WHOLE AND REALISTIC VIEWAsian Paints sound marketing has earned it strong brand equity It has been able to do it by focusing on product features that are appreciated by customers And by ensuring that the products are of high and consistent quality and are widely available b Enviable track record in breaking away the position of MNCs in the Indian paint Industry building a strong distribution system The paint industry of India is more then 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 Foreign companies continued to dominate the industry

At the time Asian Paints entered the Indian paint business Distribution was the most crucial task for any new entrant Both physical distribution and channel management posed formidable challenges The foreign companies and their wholesale distributors dominated the business Also they were shutting the doors on any new paint company seeking an entry into the business They concentrated on big cities where they could make the sales without much investment in distribution infrastructure and market development

Asian Paints sized up the scenario and formulated a unique strategy It went in

for a strategy that differed totally from the existing pattern

Elements of Asian Paints Marketing Strategy

1 Bypassed the bulk buyer segment and went to individual consumers of paints

2 Went slow on urban areas and concentrated on semi urban and rural areas

3 Asian Paints went retail While its competitors remained content with a handful of wholesale distributors AP preferred direct contact with hundreds of retail dealers

4 Asian Paints went in for an open door policy It broke the prevailing trend in those days Of limiting the number of dealers to the barest minimum And chose to use practically everyone in the trade Who was willing to function as its dealer

5 Asian Paints voted for nationwide marketingdistribution It wanted to have an active presence throughout the country In all the geographical zones States and territories

Brand Image ndash USP ndash Positioning with Advt Examples

BRAND POSITIONING It is how the Asian paints enabled people to form a mental image for theirproducts in the customerrsquos mind The strategies that they followed where asfollows

Brand Image The ways in which Asian Paints attempted to meet the customerrsquos psychologicaland social needsIndian paint industry is a low involvement industry Till 1990speople will just tell their budget for painting their house to their contractorsAnd few customers will also mention the colour they need During that periodAsian Paints analyzed the customer market and found that people where notbrand conscious but their concern was only the price of the paint To meet thisneeds of the customerbull Asian paints reduced the cost of the raw materials by backward integration inorder to reduce the cost of the paintsbull Established an advertising strategy with created an emotional touch among thecustomersAll these strategies helped them in creating a ldquoBrand Imagerdquo for their productsamong people and people started realizing the need for brand conscious in thisindustry

Umbrella Brand In 2004 the company realized that though they have almost 20 brands only fewproducts like Apex emulsion Royale interior emulsion Apcolite and Touchwood had high recall among the customers Therefore they decided to promote Brand Portfolio

It was realized that instead of spending on individual brands and in promoting them it was logical to promote their corporate image and all the brands under their umbrella brands ldquo Asian Paints has embarked on an umbrella branding policy encompassing all its products and services The project includes a new visual identity that establishes the company name as the dominant reason for purchase Tractor Royale Utsav and Apcolite names are no longer the focus on the can rather consumers will be buying Asian Paints Some key brand names are being retained for the time being--to signal a position in the market rather than a product or surface For instance Tractor will represent the value for money brands The immediate advantage is obvious Rather than spread resources thinly across brands and sub-brands a company centric portfolio can synergize communication efforts To be competitive in a world of fragmentation and rising costs traditional mass media such as television can be prohibitively costly With the umbrella-branding move Asian Paints can also afford to move forward from a mere functional platform for each individual product to the high ground of a mood-based emotional dimension

An Underlying Theme At Asian Paints the underlying theme is Har ghar kuchh kehta hai or every home has something to say The depth and texture visualized by this line goes into the customers basic psyche of owning a home and will carry through various messages emanating from the company which is the leader in the decorative coatings market in India

Asian Paints Every Color Tells a Story Asian Paints started its journey in 1942 with four young men in a garage in Bombay The name Asian Paints was picked randomly from the telephone directory The brand has traveled from that garage to become a Rs 1000 crore brandFrom 1968 this brand occupies a premium position in the Indian Paint industry

The story of the evolution of Asian Paints as a brand is interesting The brand now has an iconic status in the industry thanks to some blockbuster big ideas from OampM The brand once positioned as a Mass market brand has evolved itself to a higher plane

Indian paint industry can be broadly divided into two segmentsaDecorative segment which constitutes the wall paints Exterior and Interior wood paintsetcbIndustrial segment which consists of automotive paints and paints for industrial sectorDecorative segment constitutes around 75 of the total paint industry and Asian Paints is the market leader with around 44 share In the Industrial segment Nerolac is the marketleader

In the decorative segment it is interesting to see how Asian Paints have changed the buying process of

the product like paints Paints are usually considered to be a low involvement product In earlier times the decision of the brand was taken by the buildercontractor and the home owners does not involve much in the process may be the decision of color rest with the house ownersAsian Paints realized the need for brand building even during sixties But at that point of time the company had a wide range of brandssubbrands The focus of the company was on product innovation and service network and managing quality proposition

The brand focused on mass and rural market Asian Paints had a mascot called Gattu who was created by the celebrated cartoonist R K Laskhman These efforts made the brand a leader during the late sixties

Then the company realised that although volume justified the leadership position share of mind for the brand was very low That was the result of the mass segmentation adopted by the brand Rightly so because the industry was driven by channel driven promotions building a brand at that time was uncommon sense During 1983 the company tried to reposition the brand as a premium brand Asian Paints initiated the corporate campaign aimed to position the company as the number one player in the industry The objective was to upgrade to a more margin premium product marketer The corporate campaign Spectrum of Excellence was aimed to increase the Salience of the brand in a quiet market

But this campaign failed to inspire any interest in the consumers and the company felt that the market is moving towards a commodity market where price is the most important differential Asian Paints undertook a consumer research aimed at understanding the perception of consumers about the product category The research revealed lot of interesting insights Consumers felt that paints could change the mood of the space and it was a sign of festival and plenitude It could make a gloomy place bright and pleasant From this insight came the campaign of Asian Paints associating itself with festivals Research also confirmed that customers tend to repaint their houses on the occasion of festivities Thus born the campaign Celebrate with Asian Paints The campaigns were carefully crafted and there were different campaign for different regions These campaigns effectively enhanced the brand equity of Asian Paints and established itself as a premium brand More than that these campaign ensured an emotional connect with a brand in a low involvement category The brand also phased out many sub brands and rest of the sub brands was brought under Asian Paints 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

The brand also went in a brand overhaul The logo was changed to a contemporary upmarket one designed by Entreprise IG based in Singapore The logodesign was to convey self expression sophistication and Technology

Thus came the birth of a wonderful positioning strategy created by OampM The insight was that the brand is about people and homes and homes reflect the people living in it Hence Har Ghar Kuch Kehta Hai translated to Every Home has a story to tell This campaign is a perfect example of a brand laddering up and connecting to a higher level in the mind of the customer The campaigns reinforced the brand as a premium emotional brandAlong with the campaign Asian Paints also ran parallel ads for its sub brands Saif Ali Khan endorsed the premium brand Royale For Apex Ultima the campaign was highly localized and was different in different market

View Asian Paints ad hereSaif Ad

Taking a cue from the success of Ghar campaign the brand took ownership of the COLOR The insight is that each color has a story to tell The latest campaign reflects on the color and uses the campaign Har Rang Kuch Kehta hai translated to Every color has a story to tell The brand is so serious about the color that it has tied up with IIT to explore new colors and conduct research on colorsAsian Paints is a classic branding story and the brand is still exploring and growing

Asian Paints adds a splash of colour to the telly yet again

ldquoLife is a great big canvas and you should throw all the paint you can on itrdquo said the late

Danny Kaye one of Americarsquos leading comedians The masterminds behind the Asian Paints commercials seems to have taken his words to heart Asian Paints the countryrsquos Numero Uno player in the paints market has always been able to forge an emotional connect with the audience at large right from the days when the adorable Gattu served as their mascot to the more recent ldquoHar Rang Kuch Kehta hairdquo campaign

Asian Paints sized up the scenario and formulated a unique strategy It went in

for a strategy that differed totally from the existing pattern

Elements of Asian Paints Marketing Strategy

1 Bypassed the bulk buyer segment and went to individual consumers of paints

2 Went slow on urban areas and concentrated on semi urban and rural areas

3 Asian Paints went retail While its competitors remained content with a handful of wholesale distributors AP preferred direct contact with hundreds of retail dealers

4 Asian Paints went in for an open door policy It broke the prevailing trend in those days Of limiting the number of dealers to the barest minimum And chose to use practically everyone in the trade Who was willing to function as its dealer

5 Asian Paints voted for nationwide marketingdistribution It wanted to have an active presence throughout the country In all the geographical zones States and territories

Brand Image ndash USP ndash Positioning with Advt Examples

BRAND POSITIONING It is how the Asian paints enabled people to form a mental image for theirproducts in the customerrsquos mind The strategies that they followed where asfollows

Brand Image The ways in which Asian Paints attempted to meet the customerrsquos psychologicaland social needsIndian paint industry is a low involvement industry Till 1990speople will just tell their budget for painting their house to their contractorsAnd few customers will also mention the colour they need During that periodAsian Paints analyzed the customer market and found that people where notbrand conscious but their concern was only the price of the paint To meet thisneeds of the customerbull Asian paints reduced the cost of the raw materials by backward integration inorder to reduce the cost of the paintsbull Established an advertising strategy with created an emotional touch among thecustomersAll these strategies helped them in creating a ldquoBrand Imagerdquo for their productsamong people and people started realizing the need for brand conscious in thisindustry

Umbrella Brand In 2004 the company realized that though they have almost 20 brands only fewproducts like Apex emulsion Royale interior emulsion Apcolite and Touchwood had high recall among the customers Therefore they decided to promote Brand Portfolio

It was realized that instead of spending on individual brands and in promoting them it was logical to promote their corporate image and all the brands under their umbrella brands ldquo Asian Paints has embarked on an umbrella branding policy encompassing all its products and services The project includes a new visual identity that establishes the company name as the dominant reason for purchase Tractor Royale Utsav and Apcolite names are no longer the focus on the can rather consumers will be buying Asian Paints Some key brand names are being retained for the time being--to signal a position in the market rather than a product or surface For instance Tractor will represent the value for money brands The immediate advantage is obvious Rather than spread resources thinly across brands and sub-brands a company centric portfolio can synergize communication efforts To be competitive in a world of fragmentation and rising costs traditional mass media such as television can be prohibitively costly With the umbrella-branding move Asian Paints can also afford to move forward from a mere functional platform for each individual product to the high ground of a mood-based emotional dimension

An Underlying Theme At Asian Paints the underlying theme is Har ghar kuchh kehta hai or every home has something to say The depth and texture visualized by this line goes into the customers basic psyche of owning a home and will carry through various messages emanating from the company which is the leader in the decorative coatings market in India

Asian Paints Every Color Tells a Story Asian Paints started its journey in 1942 with four young men in a garage in Bombay The name Asian Paints was picked randomly from the telephone directory The brand has traveled from that garage to become a Rs 1000 crore brandFrom 1968 this brand occupies a premium position in the Indian Paint industry

The story of the evolution of Asian Paints as a brand is interesting The brand now has an iconic status in the industry thanks to some blockbuster big ideas from OampM The brand once positioned as a Mass market brand has evolved itself to a higher plane

Indian paint industry can be broadly divided into two segmentsaDecorative segment which constitutes the wall paints Exterior and Interior wood paintsetcbIndustrial segment which consists of automotive paints and paints for industrial sectorDecorative segment constitutes around 75 of the total paint industry and Asian Paints is the market leader with around 44 share In the Industrial segment Nerolac is the marketleader

In the decorative segment it is interesting to see how Asian Paints have changed the buying process of

the product like paints Paints are usually considered to be a low involvement product In earlier times the decision of the brand was taken by the buildercontractor and the home owners does not involve much in the process may be the decision of color rest with the house ownersAsian Paints realized the need for brand building even during sixties But at that point of time the company had a wide range of brandssubbrands The focus of the company was on product innovation and service network and managing quality proposition

The brand focused on mass and rural market Asian Paints had a mascot called Gattu who was created by the celebrated cartoonist R K Laskhman These efforts made the brand a leader during the late sixties

Then the company realised that although volume justified the leadership position share of mind for the brand was very low That was the result of the mass segmentation adopted by the brand Rightly so because the industry was driven by channel driven promotions building a brand at that time was uncommon sense During 1983 the company tried to reposition the brand as a premium brand Asian Paints initiated the corporate campaign aimed to position the company as the number one player in the industry The objective was to upgrade to a more margin premium product marketer The corporate campaign Spectrum of Excellence was aimed to increase the Salience of the brand in a quiet market

But this campaign failed to inspire any interest in the consumers and the company felt that the market is moving towards a commodity market where price is the most important differential Asian Paints undertook a consumer research aimed at understanding the perception of consumers about the product category The research revealed lot of interesting insights Consumers felt that paints could change the mood of the space and it was a sign of festival and plenitude It could make a gloomy place bright and pleasant From this insight came the campaign of Asian Paints associating itself with festivals Research also confirmed that customers tend to repaint their houses on the occasion of festivities Thus born the campaign Celebrate with Asian Paints The campaigns were carefully crafted and there were different campaign for different regions These campaigns effectively enhanced the brand equity of Asian Paints and established itself as a premium brand More than that these campaign ensured an emotional connect with a brand in a low involvement category The brand also phased out many sub brands and rest of the sub brands was brought under Asian Paints 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

The brand also went in a brand overhaul The logo was changed to a contemporary upmarket one designed by Entreprise IG based in Singapore The logodesign was to convey self expression sophistication and Technology

Thus came the birth of a wonderful positioning strategy created by OampM The insight was that the brand is about people and homes and homes reflect the people living in it Hence Har Ghar Kuch Kehta Hai translated to Every Home has a story to tell This campaign is a perfect example of a brand laddering up and connecting to a higher level in the mind of the customer The campaigns reinforced the brand as a premium emotional brandAlong with the campaign Asian Paints also ran parallel ads for its sub brands Saif Ali Khan endorsed the premium brand Royale For Apex Ultima the campaign was highly localized and was different in different market

View Asian Paints ad hereSaif Ad

Taking a cue from the success of Ghar campaign the brand took ownership of the COLOR The insight is that each color has a story to tell The latest campaign reflects on the color and uses the campaign Har Rang Kuch Kehta hai translated to Every color has a story to tell The brand is so serious about the color that it has tied up with IIT to explore new colors and conduct research on colorsAsian Paints is a classic branding story and the brand is still exploring and growing

Asian Paints adds a splash of colour to the telly yet again

ldquoLife is a great big canvas and you should throw all the paint you can on itrdquo said the late

Danny Kaye one of Americarsquos leading comedians The masterminds behind the Asian Paints commercials seems to have taken his words to heart Asian Paints the countryrsquos Numero Uno player in the paints market has always been able to forge an emotional connect with the audience at large right from the days when the adorable Gattu served as their mascot to the more recent ldquoHar Rang Kuch Kehta hairdquo campaign

Umbrella Brand In 2004 the company realized that though they have almost 20 brands only fewproducts like Apex emulsion Royale interior emulsion Apcolite and Touchwood had high recall among the customers Therefore they decided to promote Brand Portfolio

It was realized that instead of spending on individual brands and in promoting them it was logical to promote their corporate image and all the brands under their umbrella brands ldquo Asian Paints has embarked on an umbrella branding policy encompassing all its products and services The project includes a new visual identity that establishes the company name as the dominant reason for purchase Tractor Royale Utsav and Apcolite names are no longer the focus on the can rather consumers will be buying Asian Paints Some key brand names are being retained for the time being--to signal a position in the market rather than a product or surface For instance Tractor will represent the value for money brands The immediate advantage is obvious Rather than spread resources thinly across brands and sub-brands a company centric portfolio can synergize communication efforts To be competitive in a world of fragmentation and rising costs traditional mass media such as television can be prohibitively costly With the umbrella-branding move Asian Paints can also afford to move forward from a mere functional platform for each individual product to the high ground of a mood-based emotional dimension

An Underlying Theme At Asian Paints the underlying theme is Har ghar kuchh kehta hai or every home has something to say The depth and texture visualized by this line goes into the customers basic psyche of owning a home and will carry through various messages emanating from the company which is the leader in the decorative coatings market in India

Asian Paints Every Color Tells a Story Asian Paints started its journey in 1942 with four young men in a garage in Bombay The name Asian Paints was picked randomly from the telephone directory The brand has traveled from that garage to become a Rs 1000 crore brandFrom 1968 this brand occupies a premium position in the Indian Paint industry

The story of the evolution of Asian Paints as a brand is interesting The brand now has an iconic status in the industry thanks to some blockbuster big ideas from OampM The brand once positioned as a Mass market brand has evolved itself to a higher plane

Indian paint industry can be broadly divided into two segmentsaDecorative segment which constitutes the wall paints Exterior and Interior wood paintsetcbIndustrial segment which consists of automotive paints and paints for industrial sectorDecorative segment constitutes around 75 of the total paint industry and Asian Paints is the market leader with around 44 share In the Industrial segment Nerolac is the marketleader

In the decorative segment it is interesting to see how Asian Paints have changed the buying process of

the product like paints Paints are usually considered to be a low involvement product In earlier times the decision of the brand was taken by the buildercontractor and the home owners does not involve much in the process may be the decision of color rest with the house ownersAsian Paints realized the need for brand building even during sixties But at that point of time the company had a wide range of brandssubbrands The focus of the company was on product innovation and service network and managing quality proposition

The brand focused on mass and rural market Asian Paints had a mascot called Gattu who was created by the celebrated cartoonist R K Laskhman These efforts made the brand a leader during the late sixties

Then the company realised that although volume justified the leadership position share of mind for the brand was very low That was the result of the mass segmentation adopted by the brand Rightly so because the industry was driven by channel driven promotions building a brand at that time was uncommon sense During 1983 the company tried to reposition the brand as a premium brand Asian Paints initiated the corporate campaign aimed to position the company as the number one player in the industry The objective was to upgrade to a more margin premium product marketer The corporate campaign Spectrum of Excellence was aimed to increase the Salience of the brand in a quiet market

But this campaign failed to inspire any interest in the consumers and the company felt that the market is moving towards a commodity market where price is the most important differential Asian Paints undertook a consumer research aimed at understanding the perception of consumers about the product category The research revealed lot of interesting insights Consumers felt that paints could change the mood of the space and it was a sign of festival and plenitude It could make a gloomy place bright and pleasant From this insight came the campaign of Asian Paints associating itself with festivals Research also confirmed that customers tend to repaint their houses on the occasion of festivities Thus born the campaign Celebrate with Asian Paints The campaigns were carefully crafted and there were different campaign for different regions These campaigns effectively enhanced the brand equity of Asian Paints and established itself as a premium brand More than that these campaign ensured an emotional connect with a brand in a low involvement category The brand also phased out many sub brands and rest of the sub brands was brought under Asian Paints 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

The brand also went in a brand overhaul The logo was changed to a contemporary upmarket one designed by Entreprise IG based in Singapore The logodesign was to convey self expression sophistication and Technology

Thus came the birth of a wonderful positioning strategy created by OampM The insight was that the brand is about people and homes and homes reflect the people living in it Hence Har Ghar Kuch Kehta Hai translated to Every Home has a story to tell This campaign is a perfect example of a brand laddering up and connecting to a higher level in the mind of the customer The campaigns reinforced the brand as a premium emotional brandAlong with the campaign Asian Paints also ran parallel ads for its sub brands Saif Ali Khan endorsed the premium brand Royale For Apex Ultima the campaign was highly localized and was different in different market

View Asian Paints ad hereSaif Ad

Taking a cue from the success of Ghar campaign the brand took ownership of the COLOR The insight is that each color has a story to tell The latest campaign reflects on the color and uses the campaign Har Rang Kuch Kehta hai translated to Every color has a story to tell The brand is so serious about the color that it has tied up with IIT to explore new colors and conduct research on colorsAsian Paints is a classic branding story and the brand is still exploring and growing

Asian Paints adds a splash of colour to the telly yet again

ldquoLife is a great big canvas and you should throw all the paint you can on itrdquo said the late

Danny Kaye one of Americarsquos leading comedians The masterminds behind the Asian Paints commercials seems to have taken his words to heart Asian Paints the countryrsquos Numero Uno player in the paints market has always been able to forge an emotional connect with the audience at large right from the days when the adorable Gattu served as their mascot to the more recent ldquoHar Rang Kuch Kehta hairdquo campaign

the product like paints Paints are usually considered to be a low involvement product In earlier times the decision of the brand was taken by the buildercontractor and the home owners does not involve much in the process may be the decision of color rest with the house ownersAsian Paints realized the need for brand building even during sixties But at that point of time the company had a wide range of brandssubbrands The focus of the company was on product innovation and service network and managing quality proposition

The brand focused on mass and rural market Asian Paints had a mascot called Gattu who was created by the celebrated cartoonist R K Laskhman These efforts made the brand a leader during the late sixties

Then the company realised that although volume justified the leadership position share of mind for the brand was very low That was the result of the mass segmentation adopted by the brand Rightly so because the industry was driven by channel driven promotions building a brand at that time was uncommon sense During 1983 the company tried to reposition the brand as a premium brand Asian Paints initiated the corporate campaign aimed to position the company as the number one player in the industry The objective was to upgrade to a more margin premium product marketer The corporate campaign Spectrum of Excellence was aimed to increase the Salience of the brand in a quiet market

But this campaign failed to inspire any interest in the consumers and the company felt that the market is moving towards a commodity market where price is the most important differential Asian Paints undertook a consumer research aimed at understanding the perception of consumers about the product category The research revealed lot of interesting insights Consumers felt that paints could change the mood of the space and it was a sign of festival and plenitude It could make a gloomy place bright and pleasant From this insight came the campaign of Asian Paints associating itself with festivals Research also confirmed that customers tend to repaint their houses on the occasion of festivities Thus born the campaign Celebrate with Asian Paints The campaigns were carefully crafted and there were different campaign for different regions These campaigns effectively enhanced the brand equity of Asian Paints and established itself as a premium brand More than that these campaign ensured an emotional connect with a brand in a low involvement category The brand also phased out many sub brands and rest of the sub brands was brought under Asian Paints 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

The brand also went in a brand overhaul The logo was changed to a contemporary upmarket one designed by Entreprise IG based in Singapore The logodesign was to convey self expression sophistication and Technology

Thus came the birth of a wonderful positioning strategy created by OampM The insight was that the brand is about people and homes and homes reflect the people living in it Hence Har Ghar Kuch Kehta Hai translated to Every Home has a story to tell This campaign is a perfect example of a brand laddering up and connecting to a higher level in the mind of the customer The campaigns reinforced the brand as a premium emotional brandAlong with the campaign Asian Paints also ran parallel ads for its sub brands Saif Ali Khan endorsed the premium brand Royale For Apex Ultima the campaign was highly localized and was different in different market

View Asian Paints ad hereSaif Ad

Taking a cue from the success of Ghar campaign the brand took ownership of the COLOR The insight is that each color has a story to tell The latest campaign reflects on the color and uses the campaign Har Rang Kuch Kehta hai translated to Every color has a story to tell The brand is so serious about the color that it has tied up with IIT to explore new colors and conduct research on colorsAsian Paints is a classic branding story and the brand is still exploring and growing

Asian Paints adds a splash of colour to the telly yet again

ldquoLife is a great big canvas and you should throw all the paint you can on itrdquo said the late

Danny Kaye one of Americarsquos leading comedians The masterminds behind the Asian Paints commercials seems to have taken his words to heart Asian Paints the countryrsquos Numero Uno player in the paints market has always been able to forge an emotional connect with the audience at large right from the days when the adorable Gattu served as their mascot to the more recent ldquoHar Rang Kuch Kehta hairdquo campaign

Thus came the birth of a wonderful positioning strategy created by OampM The insight was that the brand is about people and homes and homes reflect the people living in it Hence Har Ghar Kuch Kehta Hai translated to Every Home has a story to tell This campaign is a perfect example of a brand laddering up and connecting to a higher level in the mind of the customer The campaigns reinforced the brand as a premium emotional brandAlong with the campaign Asian Paints also ran parallel ads for its sub brands Saif Ali Khan endorsed the premium brand Royale For Apex Ultima the campaign was highly localized and was different in different market

View Asian Paints ad hereSaif Ad

Taking a cue from the success of Ghar campaign the brand took ownership of the COLOR The insight is that each color has a story to tell The latest campaign reflects on the color and uses the campaign Har Rang Kuch Kehta hai translated to Every color has a story to tell The brand is so serious about the color that it has tied up with IIT to explore new colors and conduct research on colorsAsian Paints is a classic branding story and the brand is still exploring and growing

Asian Paints adds a splash of colour to the telly yet again

ldquoLife is a great big canvas and you should throw all the paint you can on itrdquo said the late

Danny Kaye one of Americarsquos leading comedians The masterminds behind the Asian Paints commercials seems to have taken his words to heart Asian Paints the countryrsquos Numero Uno player in the paints market has always been able to forge an emotional connect with the audience at large right from the days when the adorable Gattu served as their mascot to the more recent ldquoHar Rang Kuch Kehta hairdquo campaign

The latest campaign from their stable takes the rsquoHar Rang Kuch Kehta hairsquo plank forward to lsquoHar Ghar Kuch Kehta hairsquo Abhijit Avasthi Group Creative Director Ogilvy amp Mather sheds light on the thought process behind the commercial ldquoThe brief was to build upon the lsquoHar Rang Kuch Kehta Hairsquo campaign which brings alive the role of colour in home decor The aim is to tell people how colour fires the imaginationrdquo Of course crafting a creative for Asian Paints will forever remain a challenge for the creative brains as ldquothe tone and manner of the message must always remain intact yet the communication must keep refreshing itself for

the audiences each timehelliprdquo points out Awasthi More so when the brand already has a long heritage of great advertising in its kitty

The latest commercial sets out by focusing on two kids devising a plan to get hold of chocolates from their grandmother The girl points towards a purple wall in the house and tells her grandmom that itrsquosher momrsquos favourite wall ldquoKyun ki mummy ko jamun bahut pasand hairdquo The girl next drags the

hapless octogenarian to a green wall and claims that her dad loves that wall ldquoKyun ki papa ko matar bahut pasand hairdquo The girl then points toward a brown wall and hopefully prods ldquoYeh Chintu aur meri favorite wall hairdquo The grandmother ponders the question ldquobrownrdquo to which the tot seiz- es her opportunity ldquoBrown nahin nani chocolatehellip Kyun ki

humein chocolate bahut pasand hairdquo The visibly enlightened grandmother hugs the children and the VO encapsulates ldquoHar rang mein chhupi ek kahani hai Asian Paints Har ghar kuch kehta hairdquo

Shot at Kamala Mills Compound in Mumbai by Prashant Issar from Corcoise Films the cinematographer for the commercial was Ravi K Chandran Abhijit also makes a quick mention of Shekhar Jha and Suresh Babu who worked on the ad-film along with him in the creatives Shooting with kids can be quite taxing as they are prone to travelling on their own flights of fancy and thus difficult to rein in But Abhijit quickly pointed out that since ldquowe had shot with both these kids earlier and so getting them to do the right things was easier this timerdquo

ldquoStrangely enough the previous film on this campaign (the Cutting- Shutting ad) was shot just after July 26th last year and we waded through water to the sets This year as well it poured like crazy and we all literally waded into the sets Next year when we finalize the shoot dates for the next ad we will inform the Meteorological department it seems to be a more accurate way of predicting floods in Mumbairdquo jokes Abhijeet Yet another gem in Ogilvyrsquos stunning tiara this tongue-in cheek ad stands out for its easy amp poignant appeal But then using cute kids to convey a brand message always does pay right

asian paintscampaign ( hindi )

The ads are to be placed in different regions in india depending on the popularity of the particular festivalThe target audience here is that certain class of people hindus mostly who paint their houses every year during festive occasions

Asian Paints MOULDING GODLY HOMES

Paint Manufacturer ASIAN PAINTS COLOUR STORE

Asian Paints Chocolate

Consumer Survey and Report

Here we have taken 15 samples of the Asian paints consumers ref taken from Asian Paint shop and taken their feedback on advt effectiveness

Questionnaire

1) What did you consider before made up your mind on Painting your house2) How many companies did u check before finalizing on Paint company Which were they3) Whats ur perception about Asian Paints on Paints4) Did you use Asian Paints 1st time5) Was it for renovating your house or for new house painting6) Did you upgraded from your last time selection of colors7) How was your experience using Asian Paints8) Do you feel asian Paints understand your colors need better9) Do you know any of their new initiatives do you like any of their new initiatives10) What were the influencers on your decisions11) Did advertising play any role in it12) By advertising which ads came into your mind13) What did you like in that advertising14) Did AP advertising appealing you in your buying decision15) Do you have any suggestion for their advertising as well as product or company improvement

Analysis

1) Majority were happy with using Asian Paints2) For household paint it has become synonymous name3) They even feel proud using Asian Paints being an Indian company and feel made for every Indian4) Quality Reliability variety in products and Fair price comes in their mind with Asian Paints name5) Their ads are highly appealing to them specially Har Ghar Color Kuch Kehta Hai Khusiyon Ke

Rang Asian Paints Ke Sang and Kyun Sharmaji Naya Ghar Nayi Gadi ndash Badhiyan Hai (Ad Recall Side)

6) They feel their ad becomes many times talk of the town and whether they want to buy it or not it induces them to renovate their house

7) Colors are part of their life since everybody feels like their house is their Identity and Image they feel Asian Paints helps them in fulfilling their need

8) Asian Paints ads narrate colors very well 9) They like their initiatives like Asian Paints Royale walls and expect many more to come10) Asian Paints pricing few felt is high compare to competitors11) They expect company should promote Painting expert programme so along with colors they

may get newer ways to design their house12) Many time they are misguided with color combination so expect some solutions for it13) They expect their contribution towards society also with CSR

• Asian Paints Every Color Tells a Story
• Asian Paints MOULDING GODLY HOMES
• Paint Manufacturer ASIAN PAINTS COLOUR STORE